Attaching Kapiti to ‘couple time’ movies would make us more permissible and long-term allow us to stay current.

Our target was likely to watch movies at home, so we executed the strategy through a 3 month TV3 partnership (free-to-air NZ channel). We enabled couples to vote for their preferred weekend movie and thanks to Kapiti, the most-voted for film aired on TV3 that coming Sunday night.

Bringing couples their movie choice meant they would surely buy Kapiti to eat during the movie, with weekday promo spots serving to reinforce the idea of Kapiti as a regular treat.

We enabled viewers to interact with both the movie and their partner through a movie quiz on the Kapiti Facebook page. Winning couples would go in the draw for DVD vouchers, while a TV3 bonus answer granted eligibility to win an indoor picnic set to spice up their couple time even further!

Total Kapiti multipack sales increased 96% YOY during campaign period.

Our ‘ever tried’ score increased 9 percentage points and Kapiti brand consideration increased 7 percentage points (both same period YOY).

Passionfruit achieved 95% intended repeat purchase.

We achieved the highest awareness and consideration of 9 Tip Top 2012 NPD launches.

We got 31% more Female 35+ buyers, the average rate of purchase more than doubled YOY.

Source: Colmar Brunton, Tip Top Sales Data