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How Goodbye Boring helped Dutoit Agri Apples increase market share by 8,5% within Pick n Pay:

The Situation
For the last couple of years Dutoit Agri lost 5% market share within Pick n Pays. They needed to reverse this downward trend.

The Insight:
These days people want to know where their fruit comes from. Also, people love apples but not all apples. Giving the market more facts about the apple varieties and telling the story of Dutoit’s apples helps people to pick their favourite.

The Solution:
Pick Dutoit at Pick n Pay, a campaign conceptualised to get people to pick apples more often. Giving them more reasons to love their favourite variety of apple. And teaching them about the varieties they don’t know about, along with what makes Dutoit special and the growing process from seedling to store.

The Roll-out
1.In-store - told the brand story and lead to products on shelf
2.In Pack Booklets & Stickers - booklets tell the Dutoit Story, while stickers brought in a competition element
3.Animation - produced to reach a new market online, through YouTube pre-rolls and targeted placement on social media (add youtube logo)
4.Digital
1.Programmatic - targeted digital ads that broadened the campaign reach dramatically and got us on the devices of the target market
2.Social - Combining competition posts with regular campaign posts the Social ad campaign appeared on people’s feeds as sponsored advertising content.

The Results:
Within 6 months Dutoit had stopped the downward trend of market share loss and actually increased market share by 3,5%!

Other interesting campaign results:

Programmatic – Brand Awareness Campaign
Impressions: 5 million
CTR: 0,42%
*Industry standard of 0,35%
Website Traffic:
Increased by 19 000 users

Social
Impressions: 4,2 million
Post Engagements: 80 000
Website Traffic:
Increased by 32 900