Thins Serve Up New Onion Rings
Bringing excitement to snacking with Thins’ first-ever Onion Rings, driving trial and winning new customers to the brand.
total customer vs YoY
new-to-brand customers
repeat purchase rate
Background & Objectives
Thins ventured into new territory by launching Onion Rings, marking the first time the brand introduced a non-chip format. This initiative aimed to generate excitement, drive product trial, and attract new customers, especially within budget-conscious families. The goal was to position Thins as the go-to snack option for everyday enjoyment and increase overall market penetration.
Cartology Solution
Cartology implemented an integrated, omnichannel strategy that seamlessly combined in-store visibility with targeted digital engagement. By leveraging a mix of traditional and digital media, alongside personalised offers, the campaign amplified Thins' presence both in-store and online, maximising reach and consumer engagement.
Off Network
The campaign utilised targeted off-network advertising through YouTube and BVOD, driving mass awareness and capturing the attention of the broader target audience beyond Woolworths’ stores.
In-store
The introduction of innovative front-of-store placements, including digital screens and prominent shelf displays, created immediate impact and drew attention to the new Thins Onion Rings.
Value Offer
A compelling "Buy One, Get One Free" offer, delivered through a dedicated Everyday Rewards EDM takeover, drove trial and encouraged repeat purchases among both existing and new customers.
Campaign Results
The Thins Onion Rings NPD launch delivered outstanding results, with a 14% increase in total customers compared to the previous year. Notably, 34% of these were new-to-brand customers, showcasing the campaign's effectiveness in reaching fresh audiences. The “Buy One, Get One Free” offer led to a remarkable 40% repeat purchase rate, demonstrating customer loyalty to the new product. This successful campaign won the Best NPD category at the 2024 Cartology Campaign of the Year Awards.
“The Thins Onion Rings launch exemplifies the power of partnership and collaboration. By working together from the outset, sharing insights, and committing to a unified plan, Cartology, the commercial team, and Snackbrands were able to achieve outstanding results, benefiting both the brand and the retailer.”
