ENTERPRISE BACON

Problem:

Price sensitive South African consumers are opting to buy Enterprise’s competitors because it appears to be less expensive when you focus on the price tag, but what many consumers don’t realise is that a packet of Enterprise bacon at 250g works out less expensive per gram compared to its rivals who instead of increasing the price, reduce the amount of bacon in a packet.

Objective:
To shift price-sensitive South African consumers' perception of Enterprise Bacon from being too expensive to being the best value for money by highlighting the extra 70g of bacon per pack.

Key Insight:

South African consumers are drawn to lower-priced options but may not realize that these competitors are “stealing” their bacon by reducing the amount of bacon you get in a pack. Enterprise Bacon, despite a higher sticker price, offers 70g more bacon per pack, making it a better value overall

The Big Idea: "Don’t Get Short Baconed!"

Position Enterprise Bacon as the brand that gives you more bacon for your money, contrasting it with competitors who shrink their portions. The idea is to use the concept of "getting short baconed" —a playful twist on “don’t get short-changed” and “bringing home the bacon”— as a playful and impactful way to highlight the value that Enterprise Bacon offers.

Creative:

·      In-store collateral

·      Radio spits

·      Activation: Don’t get short baconed challenge