Rynkeby: RIGTIG® Juice

    A successful relaunch lifted the value in the category

    OVERCROWDING IN THE CHILLER

    Rynkeby had 3 brands in the chiller: Good Morning, Brämhults and RIGTIG® Juice. And that was one too many. It was therefore decided to move RIGTIG® into the canned and dried foods section and use the strong brand to increase the value there.

    OVERCROWDING IN THE CHILLER

    Rynkeby had 3 brands in the chiller: Good Morning, Brämhults and RIGTIG® Juice. And that was one too many. It was therefore decided to move RIGTIG® into the canned and dried foods section and use the strong brand to increase the value there.

    70% OF ALL JUICE SOLD IN DENMARK IS OF THE KIND FOUND IN THE CANNED AND DRIED FOODS SECTION OF SUPERMARKETS

    This is where both the high sales volume and the major challenges lie: Because consumers generally perceive juice kept out of the fridge to be of lower quality than juice that is kept in the fridge. They have difficulty differentiating products and brands, so price becomes the only parameter. Rynkeby wanted to change that.

    rigtig_juice_miljoe_3

    NEW DESIGN AND SPECIALLY DESIGNED BOTTLE

    To continue sending a clear quality signal, the cardboard carton was replaced with a PET bottle developed specially for Rynkeby. The bottle was given a slim, easy-to-handle shape, and the design was clearly linked to the previous RIGTIG® Juice incarnation.

    RYNKE MAKES HUGE IMPACT

    The relaunch was backed up with prominent spots on TV, YouTube and Facebook, where the use of popular Rynke helped to ensure impact. On YouTube and Facebook, the new spots exceeded expectations with a view rate of 25.5% and a halving of the contact price compared to previous campaigns.

    A brand new setup for Rynkeby's large store displays was put in place and helped to maintain the increase in sales – even outside the campaign periods

    One of the most successful launches in Rynkeby's history. Together we can celebrate a significant increase in sales of RIGTIG®, while at the same time the value of the juice kept in the canned and dried foods section has been increased.

    Peter Frank Andersen, CEO Rynkeby

    Please get in touch if you want to find out more about how we can help you.

    Kasper Kjærsgaard Jensen

    Adm. director & Partner

    kasperj@nmic.dk
    +45 2284 0454