Roll’d were looking to run seasonal promotions to boost sales and attract new customers.
We decided to hero the brand’s two most popular products (Soldiers® and Phở) during the seasons they were best suited to. Phở makes the perfect winter warmer, while Soldiers® are a refreshing option on hot summer days.
Soldiers® summer campaign
Soldiers® are loaded with fresh veggies and herbs, but you can’t always tell that just by looking at them. With our Soldiers® campaign we wanted to create some real appetite appeal by showing exactly what goes into each rice paper roll – highlighting how healthy and delicious they are.
The national campaign, which ran across radio, digital and outdoor, also educated consumers about the many other benefits of Soldiers®, such as being a perfect snack on-the-go. Importantly, the campaign line of “All Roll’d Up”helped to build brand awareness and ensured consumers think of Roll’d when they think of rice paper rolls.
Phở winter campaign
Building on the ‘Love the Journey’ platform, the idea for the Phở winter campaign was to highlight the appeal of enjoying this Vietnamese staple during the colder months. We wanted to hero Phở and own it, just like how Nando’s own Peri-Peri and KFC own fried chicken. To entice people to try Phở, we combined mouth-watering visuals that highlighted Phở’s hearty winter goodness with an irresistible price point.
The Soldiers® campaign was a huge success with sales booming, up 28% YoY and all stores reporting a positive increase in Soldier sales.
The campaign helped establish Phở as a new winter favourite in Australia, reaching over five million people with an average frequency of 12.24 times, giving sales of Phở a welcome boost in the process.
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