The local meal kit home delivery service drove increased awareness and acquired new customers through bold wraps around some of New Zealand’s most loved newspapers.

My Food Bag:

CASE STUDY

4.3% more deliveries than customers who came in from other promotions

+4.3%

+341341 new customers acquired

2 out of 3 New Zealanders read a newspaper every week!*

Client: My Food Bag

Campaign objective: Drive acquisition and increase brand awareness

Region: National

Target audience: Main household shopper

Channels used: Print

Ad types: Newspaper wrap and full-page advertisement

STEPHANIEClassic Bag

“We receive the Classic for Two My Food Bag andfind cooking a joy again! Easy to follow recipes andgreat varietyyty. We are finding ourselves enjoyingmeals I certainly wouldn’t normally cook. Meals area good size and we often have enough leftovers forlunch to take to work the next day. Thank you MyFood Bag for making my life so much easier.”

HOW DOES ITWORK?You Choose. Whether you’re looking for quick andeasy, or something more inspiring we’ve got optionsfor singles, couples and families.

We Source & Create. We find the best New Zealandproduce and free range meats, then Nadia and ourteam of chefs create crowd-pleasing, mouth-wateringmeals each week.

We Deliver. We hit the roads every Sunday andMonday, to 87% of Kiwi homes, rain or shine,delivering all you need to make the coming week easy.

KIRIClassic Bag

- Mum of 2

“We absolutely love it!A fantastic, delicious andhealthy option for our busyhousehold. It’s just burstingwith fresh produce!”

AWARDWINNINGNZ CustomerService Team

Redeem your code at www.myfoodbag.co.nz

WHAT’S FOR DINNER THIS WEEK?We have something for everyone, it’s all about choice. We do fast meals (20 minutes or less), family meals, gluten-freemeals, gourmet meals, veggie meals and more. All created using fresh produce, premium free range meats and free range eggs fromlocal New Zealand suppliers. It’s delicious food made by Kiwis, for Kiwis.

*T&Cs Apply.

Promo Code:PRESS40Limited time March 2019 only.your first delivery!*

NEW ZEALAND’SNUMBER 1MEAL KIT!

LISAVeggie Bag

“We started getting the Veggie My Food Bag acouple of months ago and it is great; no foodwaste and lovely easy to cook meals which are agenerous size. We lacked inspiration for vegetariancooking - this has been an excellent, easy way to upthe plant content of our diet. Highly recommend.”

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MIKEFamily Bag

“I love receiving My Food Bag every Sunday andknowing I don’t have to worry about what’s for dinnerfor the entire week. It saves the hassle of food planningand grocery shopping. We don’t eat fish in our house,so we love that we can swap the fish meals out. Ourdinners are much more varied now than ever before.”

W2 The Press Thursday, March 14, 2019

Serving up new customers through high impact print

+23%23% increase in web traffic

CASE STUDY

The Challenge:

Over Summer, the January to March period is the most challenging time for My Food Bag due to customers being out of routine and in ‘holiday mode’. Recognising this, My Food Bag created a campaign with the aim to showcase and drive acquisition for their selection of brands; My Food Bag, Bargain Box and Fresh Start.

My Food Bag wanted to widen their reach to target early adopters who typically consider price as a barrier to using their product.

They also wanted to better understand engagement by geographic areas and determine regions of opportunity across New Zealand.

The Strategy:

My Food Bag designed a price-led promotion, targeting early adopters who were interested in My Food Bag, Bargain Box or Fresh Start but had not tried due to price being a barrier.

With a call to action of “Take $40 off your first delivery, limited time March 2019 only”, My Food Bag chose to utilise the same artwork for all four newspapers to ensure a fair trial was conducted to identify which region recorded the highest uptake.

The team had not previously marketed a large price-led promotion through a traditional media channel. They saw it as an opportunity which offered a highly visual platform coupled with the ability to target messaging regionally. Print advertising also guaranteed complete control over the visual, typography and messaging.

The Goal:

My Food Bag aimed to increase acquisition across all three brands. Additionally, they wanted to determine regions of opportunity across New Zealand.

The Campaign:

My Food Bag worked with Stuff and published a 4-page colour wrap and full page ad placements across Stuff’s Metropolitan newspapers (The Press, The Dominion Post, Waikato Times) and the Sunday Star-Times. A full page advertisement was also published in an issue of the TV Guide.

To ensure that Kiwis had the choice of product to fit their lifestyle and budget, the team ensured that all three brands were showcased in the advertisements. Since My Food Bag is all about offering customers choice, Bargain Box is all about the family, and Fresh Start is about weight loss – they wanted to hero each brand on individual pages so their personalities could shine through.

The Results:

During the period of the campaign, My Food Bag saw a spike of +23% in website traffic.

They saw a total of 341 conversions (customers who purchased using the Stuff $40 off promo code):

• Waikato Times - 19• The Dominion Post - 115• The Press - 75• Sunday Star-Times - 132

2 out of 3 New Zealanders read a newspaper every week!*

www.myfoodbag.co.nz

Join the thousands of Kiwis already loving our delicious,healthy and easy recipes, bursting with fresh New Zealandingredients. All conveniently delivered to your door.

SEE INSIDE FOR MORE

Promo Code:PRESS40Limited time March 2019 only.your first delivery!*

SOMETHING FOREVERYONE!

*T&Cs Apply. Offer valid for your first delivery of My Food Bag, Bargain Box or Fresh Start.

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Newspaper of the Year

dinal jailedfor abuse

HOMEDWORLD

Living sby side

sideCard

Thursday, March 14, 2019 $2.60

STEVE KRYSTIE“I always thought I could do itcheaper myself. But I am 100%converted.”

“Bargain Box is a no fuss,yummy way to get your familyeating well.”

JANA“We love Bargain Box. The recipesare healthy but so tasty.”

BARGAIN BOX“Dinner iS YUMEVERY NIGHT!”

- Age 10Lili

“I LOVE COOKINGWITH MUM NOW!”

- Age 6Theo

“The chicken nibbleswere my fave!”- Age 8Bella

Choose a Bargain Box meal kit to match your family’s needs.Whether you want to feed two, four or six hungry mouths,and either three or five meals per week.

New Zealand grown produce, Free Range meat & Eggs!We create tasty recipes each week that can be cooked in around30 minutes, leaving you with more time to spend with the family.

WWW.BARGAINBOX.CO.NZORDER NOW! Meals THE

FAMILY WILLLOVE!

Promo Code:PRESS40Limited time March 2019 only.your first delivery!*

FROM

PERPLATE

$

NZ’sBest valuefamily meal kit

from $5.93

per plate(including delivery)

*T&Cs Apply. Advertisement

Thursday, March 14, 2019 The Press W3

The team at My Food Bag also concluded that from the customers acquired from this campaign, +4.3% ordered more deliveries than customers who came in from other promotions.

After successfully driving awareness and conversions, My Food Bag has concluded that they will definitely consider a similar print campaign for future promotions.

“It successfully drove awareness (seen via web traffic) as well as 341 attributable conversions.”- My Food Bag

*Source: Nielsen CMI Q1 18 – Q4 18 Jan 19. Base: All people 15+

My Food Bag:Serving up new customers through high impact print