The Wanchai Ferry range was rolled out in UK grocery from the middle of March and consists of a trio of flavours from three Chinese provinces:
•Xiang Gu Chicken Recipe Kit (Zhejiang Province)
•Kung Pao Chicken Recipe Kit (Szechuan Province)
•Bo Luo Pork Recipe Kit (Guangdong Province)
Wanchai Ferry was developed to enable Chinese food enthusiasts to raise the quality bar when cooking at home, bridging the gap in the category between quick and easy sauces, and cooking meals from scratch, which can be inaccessible and a little daunting for many UK consumers.
Andy Foweather, Sales Director for General Mills UK, explains: “Wanchai Ferry was brought to the UK to move consumers on a culinary journey; taking them from low involvement functional Chinese meals to more pleasurable, highly creative solutions.”
£4 Million Media Blitz to Enlighten Consumers
Having secured strong support for Wanchai Ferry among UK retailers General Mills invested £4 million in a heavyweight marketing campaign. Spearheading the campaign in November was a new TV ad which challenged consumers to put the product to the ultimate quality test.
On air throughout November, the advert featured a taste guarantee: ‘Better than your favourite Chinese or your money back’, which invited consumers to trial the Wanchai Ferry experience and compare it to their favourite take-away.
“The new creative highlights the benefits of the product and challenges people to break from their usual habits of picking up the phone to the local take-away when they fancy a Chinese meal,” says Ed Culf, Marketing Director for General Mills UK. “Such is our confidence in both the product quality and the positive experience that consumers have when cooking with Wanchai Ferry that we decided to put it to the ultimate test.”
This latest TV advert was first tested in August, during which time sales of Wanchai Ferry doubled. General Mills UK is also supporting the Wanchai Ferry taste guarantee challenge through sampling and by placing money-off coupons in 500,000 packs of Old El Paso Fajita Dinner Kit.
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