Nogger: Scoring big with Nogger – innovate with football occasion in e-commerce to win

Nogger, an ice cream brand, timed the launch of its campaign with Turkey’s Süperlig and UEFA Champions League matches in collaboration with Getir to increase sales, bar market share and first-time buyer rates for Getir, and foster a habitual connection, encouraging consumers to choose Nogger as their preferred snack brand during football matches.

Brand: UnileverAgency: PHD MediaRegion: EMEA

Strategy

Objective

Our goal was to create a full-funnel always-on occasion ownership campaign in order to increase Nogger sales, increase bar market share and first-time buyer rates for Getir.

Target Audience

In 2022, we faced a daunting challenge, losing -589 BPS value market share in Getir’s bar category. The increasing competition, portfolio gaps, and price imbalances had left us struggling to regain our foothold. However, a small football ownership campaign in December revealed promising results, illuminating the power of owning occasions to create demand. It was a revelation that drove...

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