Every South AfricanĀ knows Steers for its delicious, quality burgers, but not everyone knows they have an amazing sauce, marinade, seasoning and patty range in-store.
We were taskedĀ with creatingĀ a strong link between the burgers people know and love, and the premium products Steers have in-store.
WACKY WEEKENDER MEAL INSPIRATION
Most people hope that the dreaded question, "What's for dinner"Ā will be answered as soon as they set foot into a store.Ā That's why our Steers Wacky WeekenderĀ meal inspiration station is positioned at the entrance to retailers.
Each week our Wacky Weekender meals changedĀ to heroĀ different sauces from the Steers range.
The station is stacked with iconic Steers' brown paper bags. On the side of the Steers bag is a shopping list that sentĀ shoppers around the store, collectingĀ all the ingredients they needed to createĀ that week'sĀ perfect meal using Steers.Ā
Shoppers that boughtĀ The Wacky WeekenderĀ combo deal received a discount on their ingredients.Ā
Shoppers that boughtĀ The Wacky WeekenderĀ combo deal received a discount on their ingredients.Ā
CROSS-MERCHANDISINGĀ
To increase awareness, weĀ madeĀ cross-merchandising suggestions for Steers'Ā sauces, marinades, and seasoning salt.
SACHETS REDESIGN
We also redesigned the sachets they include with their takeaway meals into onesĀ that could easily be sold in-store.
ONLINE
A web banner letĀ shoppers know that if they added 2 Steers sauces to their cart, Steers wouldĀ pay for the delivery of their groceries.Ā
STEERS OUTLETS
WeĀ put Steers' products in outlets toĀ create a stronger link betweenĀ the Steers people know and love, andĀ their in-store range.Ā
Plus it meantĀ people who like extra saucy burgers couldĀ now buy a sauce then and there.
Plus it meantĀ people who like extra saucy burgers couldĀ now buy a sauce then and there.
SPAZA STORES
We found that spaza stores were an untapped territory amongst Steersā competitors.Ā GettingĀ SteersĀ sachets andĀ sauces into that environment meantĀ winning a huge share of the market. For this reason, we wanted to fitĀ intoĀ consumersā lifestyles byĀ becoming known as the go-to sauce for kotas - a regular meal enjoyed inĀ lower LSM areas.
We also hadĀ tear-off sampling sachets availableĀ and āTry Me Freeā bottles available, encouraging trialĀ in-store.
