Canderel came to Therapy with a challenge to reaffirm its position as the UK’s number one. New brands like Splenda had entered the category and were investing heavily to steal share. Therapy launched major online customer recruitment and on-pack loyalty campaigns which rewarded heavy users and got light users to increase consumption.
The campaign included email CRM, in-store communication, a stunning new brand website and engaging video content to support. The target for the year of 150,000 new brand users was smashed after just 4 months and half the market reported an interest in purchasing the Canderel brand more often.