PRIMO STACKERS
Stacking the shelves to drive new product appetite.
The problem
When your new product innovation is aimed outside your heritage audience, gaining mass awareness for launch is no small (goods) task. Primo Foods had one shot to own the snacking space.
Where experience led us
We know any FMCG product launch needs mass reach to drive trial. But what’s more critical is fast initial sales to keep product on shelf. No use reaching the masses if it’s not in stock when they go to buy it. We had two equally important segments. Heavy snackers, those most likely to jump on a new snacking product. Plus the broader audience of total snackers - the masses who would eventually welcome this new product into their lives. Just at a slower pace. By hitting up the heavy snackers first, we earnt fast sales and mass distribution, ensuring we had literally stacked the shelves with Primo Stackers before going full scale for mass awareness. A two-part launch story with a happy (and cheesy) ending.
The out-performance
Primo Stackers is now the #1 cheese snack
58% unaided awareness growth in just 12 months
Of the total cheese snacks category, Stackers was responsible for more than a third of the growth
