Unilever launched a new ice cream brand with Breyers Delights. With Breyers Delights, consumers can now enjoy guilt-free ice cream that is low in calories and high in protein. Basic-Fit has been used as a communication channel to raise awareness of the new ice cream brand. With Breyers Delights, Unilever targets consumers with healthy lifestyles in the 18-50 age group. More than 60% of the visitors of Basic-Fit consist of the above mentioned age category! This makes Basic-Fit a perfect communication channel to promote the healthy ice cream brand.
During a campaign that lasted a month, Breyers Delights was regularly visible on the DOOH network of Basic-Fit in the Netherlands. Besides generating Brand Awareness for the brand, there were also flyers in the clubs. When purchasing Breyers Delights in an Albert Heijn supermarket, members could also get a discount via the Basic-Fit app.
Use of touchpoints
These campaign images were distributed on the basis of strategic content planning at various points in the customer journey, both inside and outside the Basic-Fit clubs. The following touch points were used for this purpose:
- Digital screens
- Flyers in the club
- My Basic-Fit App (member benefit)
- Various mailings
- Excluding member benefit
- 50% discount on your first Breyers Pint in an Albert Heijn supermarket
- +5 MIO times the spot was shown