Romanians love snacking – so, at very least once a week, 81% of Romanians snack something sweet and 59% choose something salty. This category is an indulgence one – as people take snacks simply because “I was in a mood for one” or “Needed something between meals” or “I am just watching a movie”.
The problem is that TUC, a world-known brand of salty biscuits, does no longer make it to the top of the preferences list. In the last years, TUC has been a stable brand, yet it was no longer perceived as a cool and actual snack.

Also, for the new users, the young, urban, cooking enthusiasts, the DIY fans of food experimentation, TUC was no longer relevant.
Our challenge was to bring TUC in the spotlight, as a great snacking product. Also, we had a clear commercial objective: increase incremental sales, get people to register in our promotional campaign and engage people to spend more time with TUC, in digital environment.
General Information:
Strategy: Being a simple cracker TUC was not one of the “fancy snacks”. The new communication needed to be fresh, suitable to the targeted audience’s preferences and expectations in terms of brand communication.

We already knew that number one reason for snacking was simply the feeling of craving for something. We ditched the omnipotent view of the brand, under which we would consider that “people should be in the mood for TUC”. Instead, we recognized the fact that people’s food cravings are very diverse, from sweets to salami and from chocolate to chips.

So our approach was to associate TUC with…all of these food cravings. Do you want some prosciutto? Put it on a TUC. Are you in the mood for something honey? Put some honey on a TUC. Maybe a light snack? Try on Philadelphia on TUC.
Basically, TUC would be transformed, from a simple biscuit, to a small blank canvas for your food moods. Creating the association with the things that you already like, we would exponentially increase the consumption occasions. Also, the small serving size is also a hint of light eating, which increases consumers’ appetite, as he/she feels less guilty for snacking.

Therefore, the campaign was named “What do you put on TUC?”, a direct communication with our consumers, inviting them to get wild and try on their own combination between TUC and… anything. The campaign was an integrated one, but digital was a key component, as it was the main environment where we could communicate with our users about the variety of TUC Toppings.

In terms of communication messages, we had two main ones:
1. The concept of TUC toppings (what do you put on TUC)
2. The promotional campaign – consumers were invited to register in order to win different prizes (Tefal Mixer and Tefal Set of Knives).
We already knew that having more messages in a campaign would confuse users and reduce their engagement. Therefore, we integrated the TUC Toppings into the Promotional campaign, in order to have a streamlined message: Choose you Tuc Toppings – Find a great recipe idea – win prizes.
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