Less Burning
More Toasting
HOW WE SOLD
OUR BREAD
BY HELPING SELL
THEIR TOASTERS
Vogel's. It's New Zealand's favourite bread. But it has a unique problem. The way it's made means it takes a lot longer to toast - you have to put it in the toaster two or even three times before it's cooked. Which means it gets burned a lot. More than any other bread. This cultural kitchen crisis was our way in.
We began with a nationwide survey to find out what the perfect slice of Vogel’s toast looks like in the minds of Kiwis. We then partnered with The Warehouse, New Zealand’s largest retailer — it’s like our Walmart — and worked out the perfect formula to toast a piece of Vogel’s (from fresh and from frozen), for every single toaster in-store and online.
A small taste of our toaster data.
The certifications were developed through a rigorous testing process, whereby every toaster toasted multiple pieces of toast on every setting, in every possible permutation. Each slice was then evaluated against the perfect slice as decided by the survey. To reveal each toaster's perfect combination.
Which drove Kiwis to The Warehouse online retail store, and toaster aisles nationwide, where every toaster on-shelf, across every store, was badged with its bespoke Vogel's Certification (boxed units received theirs at point of purchase for obvious reasons).
This created a delicious cross-aisle sell, moving record amounts of bread in the food aisle, as well as toasters in the electronics, and opened up new opportunities for the brand on-shelf across The Warehouse network. And of course, installed the brand on kitchen countertops around the nation, ensuring the toast never gets burnt again. The certifications proved so popular in fact, the brand is now conducting a nationwide survey to certify all the other toasters across the country. Pray for us.
%
vogel's
sales up
%
Toaster
Sales Up
M+
Total
Impressions
LOTS
Less Burnt
Toast