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Dolmio Pepper Hacker 2.0

Mars Food Australia

Issue 43 | June 2017

Background

Dolmio was Australia's leading pasta sauce brand, and Spaghetti Bolognese was Australia's 5th most popular meal. So naturally, in 2016 Dolmio had good sales results, right? Not quite. More and more, shoppers were gravitating toward more exotic meals: Indian, Asian, Mexican, and less Italian. This led to Dolmio losing 1.1% value share and 1.9% penetration. The brand needed a shot in the arm, fast.

The world had a problem - technology had hijacked family dinnertime. Could Dolmio help?

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