{"id":413,"date":"2024-05-24T01:54:22","date_gmt":"2024-05-24T01:54:22","guid":{"rendered":"https:\/\/www.marsunited.com\/uk\/?p=413"},"modified":"2024-05-27T01:09:27","modified_gmt":"2024-05-27T01:09:27","slug":"dolmio-bens-original-online-sales-campaign","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/dolmio-bens-original-online-sales-campaign\/","title":{"rendered":"Dolmio &amp; Ben&#8217;s Original Online Sales Campaign"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Challenge&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjIxNDQ0MjAxNjIsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Dolmio &amp; Ben\u2019s Original online sales (vs instore) were under pressure due to shoppers switching to private label alternatives to save money. This problem was common to all brands in the category.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Insight&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjU5ODY4NDQxMCwiZGF0YVR5cGUiOiJzY2VuZSJ9Cg==(\/figmeta)--&gt;\"><\/span>Shoppers tend to have a limited repertoire of 10 meals which they cycle through over a seven-day period. <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Strategic Idea&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjEyMjM3NTkwNzUsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Deliver meal inspiration across the portfolio against branded search terms when we know shoppers are engaging with the respective brands. <\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Creative Idea&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjE2NjYyNjA5NzUsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Create a branded zone on key retailer websites which are linked to one another, making it easy for shoppers to be inspired by and buy into new meals and usage occasions. <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Hook&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjE2NTY2NjEzMzAsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Shoppers on site are educated on the different uses and variety the ranges have to offer beyond the regular meal options. <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;40px|0px|24px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Activation&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;cafc6ebb-3f2c-4a23-9e34-d07608a4ee64&#8243; max_width=&#8221;744px&#8221; custom_padding=&#8221;0px|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;b282b9d3-546d-4af4-a1ee-702a208ac01c&#8221; max_width=&#8221;744px&#8221; custom_padding=&#8221;|0px|24px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<p><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiY05QNFJBRG9jc3pvMzhIQUlnYzFjRSIsInBhc3RlSUQiOjE2NTY2NjEzMzAsImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>The branded zones are live initially for a six-month period and all shoppers who search for the brands will be presented with this experience, inspiring them to add incremental purchases to their baskets and meal plans. <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; 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This problem was common to all brands in the category.Shoppers tend to have a limited repertoire of 10 meals which they cycle through over a seven-day period. Deliver meal inspiration across the portfolio [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1128","content-type":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dolmio &amp; Ben&#039;s Original Online Sales Campaign - Mars United - United Kingdom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/dolmio-bens-original-online-sales-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dolmio &amp; Ben&#039;s Original Online Sales Campaign - Mars United - United Kingdom\" \/>\n<meta property=\"og:description\" content=\"Dolmio &amp; Ben\u2019s Original online sales (vs instore) were under pressure due to shoppers switching to private label alternatives to save money. 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