Royco wanted to introduce its new freeze-dried soups to French consumers and break popular beliefs surrounding those. As such they commissioned Adrexo, ELMA's French partner to distribute a premium leaflet and sample to 3M homes.
To create a new way for consumers to enjoy a break during the day and reach out for a freeze dried soup.
To support their national advertising campaign, Royco launched a door drop campaign with Adrexo, French letter box operator :
- A “LINK”, or Premium leaflet distributed to 3 million households
- Soup samples distributed to 3 million households
- A targeted distribution in French areas where Royco needed to increase its penetration
- 520 000 new consumers households
- Sales increase +23%
- Market share gain + 3,3% (in volume)
- 74% households that received this LINK and this sample remembered this campaign (of which 43% were spontaneous recall)