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Coles gets the scoop

“Josh & Nic’s Hazelnut Choc Gelato”, the limited-edition ice cream created in partnership with Seven’s MKR and Coles has changed the game for new product launches in Australia.

The challenge

Seven’s hit show My Kitchen Rules (MKR) has a long standing partnership with supermarket chain Coles that sees products created by the show’s contestants stocked in store.

In 2018, MKR challenged itself to increase appeal and exposure to ultimately drive sales in store.

The execution

In 2017, MKR contestants Valerie and Courtney created a Sweetly Spiced Sauce that sold out within 21 hours of being stocked in store.

And in 2018, a dedicated 90 minute episode saw contestants battle it out to create the ultimate ice-cream with the winning team getting their creation made available to viewers the very next day in Coles supermarkets across the country.

More than 2 million Aussies tuned in for one of the season’s most-watched episodes with the winning creation Josh & Nic’s Italian style Hazelnut Choc Gelato the ultimate winner.

The gelato was immediately promoted with ‘Now at Coles’ messaging across Seven West Media touchpoints including broadcast, Broadcaster Video on Demand (BVOD) and social driving viewers in store to buy the winning dish and have their very own taste of MKR.

The results

The limited edition gelato was a hit with customers and was one of the most popular ice creams at Coles supermarkets during the promotion.

The strategy demonstrated how an extensive broadcast integration can go beyond engagement and into total immersion to drive success for new product launches.

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