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Reconnected Marketing collaborated with Toscano to drive significant brand activation through an integrated campaign that increased grocery sales, enhanced social media engagement, and positioned the brand as a high-quality choice for home cooks. Through a multi-pronged strategy, Toscano achieved record-breaking sales performance and cemented itself in the market.
in Woolworths history
(outside of "Big Night In" promotions)
in social media engagement
To ensure business momentum, Toscano needed to activate a short-term grocery promotion that combined sales and marketing efforts to build brand investment and drive immediate sales.
Due to low brand awareness, the campaign focused on distinctive brand assets. A product-centered message maximized physical distribution, while a relaunch of social media was heavily funded to drive pre-store demand.
Research revealed that Toscano’s European-inspired products gave at-home cooks the confidence to adapt classic recipes.
This insight led to the “Crafted by Us, Created by You” campaign, which showcased Toscano as the perfect quality base for culinary creativity.
The integrated campaign included:
• In-store merchandising and consumer promotion
• An 8-week social media campaign
• Store incentives and influencer partnerships
A multi-pronged campaign across in-store merchandising, a consumer promotion, an 8-week social media campaign and a series of store incentives. Crafted by us, Created by you was a campaign that hero’d the consumer and position the unknown Toscano as the ‘quality base to start on’.
Our Gozney partnership helped cement our quality international credentials and drove a significant uplift in both ranging and consumer pull-through at the shelf.
Our social partnerships with Tom Walton & Chris Tran provided a consistent beat pushing content to the limit by embedding us in the occasion with ‘Slice & Swirl’ whilst pushing the ASMR recipient limits without ‘How it Started’ campaign.
These were supported by partnerships with ten other micro-influencers that reached over 1 million Australians with an engagement rate of 4.5%.
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