Wild Card were given the challenge by Truffle experts Monty Bojangles to create a bespoke piece of activity for Waitrose, one of their key customers. We identified that personalisation, customer delight and quality flavours were the biggest factors to creating something distinct within the category. This insight fed into the creation of our “Choosing the new #MontyMoment” campaign.
We appointed Michelin Starred Chef Mark Sargeant as the new Chief Taste Advisor who came up with three new truffle flavour combinations with the NPD team. The unique flavours had to get consumers excited as well as being a palatable flavour that would sell out in store. The combinations include: Lemon Meringue & Black Pepper, Popcorn & Crispy Crêpe and Coconut & Chilli.
Working with the Monty Bojangles team, we created a new landing page on the website and hosted a competition, inviting consumers to vote for their favourite flavour combination, along with the opportunity to win a year’s supply of truffles as a thank you for entering.
Once the competition closes at the end of July, the new chocolates will join the existing strong flavour portfolio and will be developed exclusively for Waitrose. The product will land in September 2016.
The campaign involves both trade and consumer media relations; announcing the competition via trade but also continuing driving interest with the help of our consumer titles and blogger contacts.
What flavour would you choose? Don’t forget to vote here:
Monty Bojangles’ Monty Moment: http://montybojangles.com/montymoment/