To give Mission stand out at fixture and a reason to buy in a ‘market of two’ head to head battle with own label, where the brand was losing share given a more than 50% price premium.
The joy of wraps lie in their versatility and flexibility. Compared to the boring, mundane cheese and ham sandwich, you can put anything in a wrap. Unfortunately, exciting as this truth is, it’s also a category generic. And in the absence of a product point of difference, we had to find a way to own its potency.
So how do you champion the benefit of wrapping, but dramatise this in a way which only Mission could deliver? Working to the emotional promise that ‘we’re on a mission to liberate you lunch from the mundane and boring’, we looked to balance the product/price equation that was currently failing for people via a desirable on pack promotion. In keeping with our promise to ‘liberate your lunch’, we offered people the chance to win a ‘lunchtime less ordinary’: 1 of 5 amazing (lunchtime) experiences in exciting, exotic locations around the world – anything but mundane and boring! We then delivered this idea across all channels, from advertising to social, including building a bespoke mobile app and redesigning the pack.
Despite having to deliver at full price during a period of heavy price promotion by retailer brands, as well as competitors in parallel markets, this activity helped stem the decline in Mission’s share, returning the brand to its previous peak levels.