7 Eleven Slurpee Xpandinator: Flipping value on its head
Leo Burnett Melbourne7 Eleven
Total Campaign Expenditure
$398,750
What was the strategic communications challenge?
Slurpee under price attack
Slurpee is Australia's best-loved frozen beverage. However, in the summer of 2014 McDonald's and Hungry Jack's had set their sights on the frozen drinks category. These goliath competitors were dramatically undercutting Slurpee prices, only charging $1 for a frozen drink, compared with Slurpee's $2.90. In addition, they were fiercely outspending Slurpee in media1 and effectively slurping us dry. Sales began to tumble2.
Every $1 matters to Slurpers
Heartland...