The Covid 19 national lockdown in New Zealand created an unforeseen boon for food box providers. The key would be to continue this momentum, while a global player was heavily discounting to buy market share and the other major competitor leveraged its public share offering to raise its profile.
We used insights from quantitative research to find out what really mattered to Woop’s target audience. This led to a 3-phase campaign that broke down the environmental barriers blocking consideration. Benchmarking 4 years of data we found 30 second slots gave Woop better value per second on TV than 15 seconds. Instead of fighting for market share, Woop grew the market and took more than its fair share.