Blue Dragon - It's not who you are, it's what you do that counts
With Blue Dragon sales in decline, the company wanted to understand how users perceived and used the brand, with the task of changing light users to heavy users. Findings indicated that the brand platform of ‘authentic’ oriental cuisine was putting off lighter users from becoming heavy users, as they would only think to cook it for a special occasion rather than considering it as a quick and convenient everyday meal. The ‘Legendary stir fry’ campaign was therefore initiated to alter attitudes to stir frying, to make it something anyone could do, and used television, trial sampling and a social app. In terms of incremental contribution the ‘Legendary’ campaign delivered 18% of total sales from the launch of the campaign onwards.