We launched easy choice and the consumer got the taste, and how!
In 2014, growth of Brugge Kaas had stagnated. Promotions looked like the only way to increase volume.
They say that choosing is losing, but what if choosing became winning? We launched ease of choice ‘Brugge Kaas: The right cheese is quickly chosen’. Conscious choice became the way of changing our target group’s behaviour.
Over the campaign period, we achieved growth of 12.8% and a market share of 5.28%. Brugge Kaas flourished. Better still, Brugge Kaas flourished in a market which was struggling for the first time in a decade.