The public were asked to cast their votes, with Mama Dolmio campaigning for Chicken, and Papa Dolmio campaigning for Bolognese. Mama and Papa were interviewed in weekly womens magazines, and invited into test kitchens to prepare their favourite recipes. Outdoor posters featured Mama and Papa each supporting their favourite variant. Live radio announcers also discussed the Dolmio debate on air. Sampling booths were built in shopping centres, where people could try both products and cast their vote, creating the first food based Polling Booths in Australia. Innovative outdoor panels were placed near the booths allowing voters to push a button and register their votes, which were instantly updated in real time! In the final phase we announced the result in magazines and outdoor, and Dolmio for Chicken was given its own day. ‘Chicken Tuesday’ was even announced throughout the day as breaking news live on radio.

121,000 votes cast on the Out Of Home voting panels and polling booths in one week! Campaign recognition levels smashed our objectives by 75%. Dolmio for Chicken sales rose 120% over the campaign period without hurting Bolognese sales. Dolmio regained market share volume leadership in the Pasta Sauce category. Bellisima!