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Demand for Snellman’s new meatballs exceeded sales forecasts by 3x

Following a large-scale launch campaign, the popularity of Snellman’s meatballs exceeded all expectations. The meatballs were sold out across the stores and the new product quickly became a favorite among Finns.

Client: Snellman

Industry: Food & Beverage

We did:

  • Advertising
  • Growth hacking

Together we grow

The launch campaign resulted in:

3x

demand exceeded sales forecasts

SOLD OUT

NATIONWIDE

Launch done properly

The launch of the Kunnon lihapullat is one of the most successful campaigns in Genero and Snellman’s 12-year co-operation. Snellman’s meatballs have been on consumers’ wishlist for a while and this fall the wait was over. Kunnon lihapullat are made of high quality Finnish meat in Pietarsaari, naturally without additives. 

The launch of Kunnon lihapullat was done like the meatballs – properly. The campaign was one of the most comprehensive ones in Snellman’s history and the new product launch were featured on TV, in print and on digital channels.

”The launch of Snellman’s meatballs exceeded all our commercial objectives and communicational goals. With the help of Genero, we were able to efficiently reach new target audiences by utilizing digital channels in addition to traditional media. Through this campaign especially young consumers were made aware of our brand.”

Tommi Fors, Marketing and Communications Director, Snellman

What we did

As Snellman’s digital partner, Genero had an important role in the launch. Instagram, Facebook, YouTube and TikTok were utilized to reach millions of Finns extremely effectively. Snellman’s great content and the recipes, videos, images and stop-motions produced by Genero captured people’s attention and inspired them to try the new meatballs.

In addition to the digital campaign, Genero, in partnership with Boksi.com, coordinated a campaign of 17 social media influencers. The recipes and content from the influencers generated a flood of positive comments from enthusiastic home chefs.

Results

Even though the customers’ wishes for meatballs by Snellman hadn’t gone unnoticed, the popularity of the meatballs managed to exceed all expectations. Demand was as much as three times higher than originally forecasted, and the product temporarily sold out from the stores. To meet demand, the Pietarsaari factory produced meatballs at an unforeseen pace. The launch of the Kunnon lihapullat made them an instant favorite among Finns.