Ariba!!

Of all the wonderful ideas agencies have, not everything can always become a reality. Happily this one did!

What started as a ludicrously unachievable idea put on the table in a brainstorm, today arrives on London’s Southbank for 3 days.

Behold! The world’s first mini Mexican restaurant – celebrating the launch of Old El Paso’s new mini tacos – invites you to stop by and enjoy the taste of Mexico on a tiny scale. It features the delights of mini waiters, mini dishes and (of course) a mini mariachi band. Plus, news that is music to every Londoner’s ears… it’s FREE.

It’s right outside the ITV studios near Waterloo.

Tomorrow 11.30am-7pm and Saturday 11.30am-5pm.
Get yourselves down there.
Bring your kids.
Take a selfie.
Eat some tiny tacos.
Tell the world.

 #MiniMexican

 

 

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Marie Claire & Ocado open a store for their brand Fabled.

Moving from online to offline, Marie Claire and Ocado’s brand Fabled launch their new shop on Tottenham Court Walk, London.  Check out a sneaky peak here.

 

Shopping for new tech with tech

Echochamber have long been a personal source of inspiration for anyone working in the retail and shopper space, showcasing the very best in imaginative retail.

In the hard-working (dirty?) world of FMCG Shopper Marketing it’s not often that we get to leverage any of the inspiring ways to shop that non-FMCG retailers have at their fingertips, but it’s good to be clued up and aware of what’s happening – it’s a fertile testing ground and the good stuff filters through when you work with brave clients with the right brand for the right tech.

Aside from a little fandom, this example from Target Open House (Chicago), is a great example of helping shoppers get to grips with connected devices, using connected devices instore to provide product demonstrations with incredibly straight forward and approachable explanations.

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Those of you in the UK can experience a lower tech (but still interesting) equivalent from John Lewis in their Smart Home. Be careful not to take your wallet with you because you could spend serious money with all the temptation on offer…which of course is the point. My personal favourite was the Samsung Family Hub refrigerator which amongst other things shows you what’s in your fridge, how long it will last and enable you to add it straight to your online shopping list. In this space, the tech is allowed to tell it’s own story with printed collateral to explain it’s benefit and let the innovations stand out on their own.

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This is all music to our ears – the more technologically comfortable our shoppers become, the more we’ll know about their technological needs, the more retailers will invest in the right tech, and the more brands will be able to make use of it on the path to purchase.

 

 

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Tesco PayQwik takes off Nationwide

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It looks like it’s been working for them so they’re rolling it out. Payment on mobile is becoming second nature to many these days, so it’s no surprise that Tesco have done well with this especially with the £400 limit to keep those ‘big shops’ coming in.

Do I really want a separate app for separate shops? I’m not personally sure, and only time will tell when other customers jump on board.

Loyalty cards may be flagging, but for now mobile is booming. Check it out here.

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Prime Time at Amazon?

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A big question for a big retailer…our very own Rob Sellers took to Campaign to check in on Amazon, Prime and Prime Day:

“Amazon Prime encourages shoppers to sign up (for the cost of £79 a year) to get a raft of benefits ranging from faster delivery time, access to Amazon’s content platforms and online storage.

The first Prime Day ran last year as a celebration of Amazon’s 20th birthday, and was so successful that it looks like it will become an annual event.

But does this PR spin mask the dot com giant’s true priorities, namely driving subscriptions and reducing their exposure to stock levels of their own soon-to-be-obsolete tech products?

Retail and marketing experts will be watching Prime Day closely to see if this is a trend towards deep and drastic retail sales events, such as Black Friday, that prey on shoppers’ fear of missing out.

Flash sales and discounting “moments” will be advertised throughout the day, turning price promotions into a form of entertainment. As Amazon is now one of the western world’s biggest retailers, are we supposed to look at this and apply this thinking to our own retail marketing strategies?”

Read more here

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HEINZ X HOVIS

We saw a nice little promotion in-store over the weekend for Heinz – partnering with Hovis. In Tesco Extra in Leytonstone they were claiming “Lunch Sorted!” with ‘Free Hovis’ bread when you buy Heinz soup or baked beans.We liked it because it had great visibility around store – placement in both bread aisle and tins aisle as well as additional displays around the store. It’s quite disruptive (‘free’!), has a good variety of displays inc. aisle fins, floor stickers, and encourages usage of the product. Plus a great activation for the thrifty/ slimming down mindset of the post Christmas shopper.

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SAINSBURYS AT CHRISTMAS

John Lewis and Sainburys have both activated some pretty snazzy 360 Christmas campaigns this year with a CSR focus.

Using the campaign assets we loved how the Mog TV translated in store. With little Mog foot prints strategically placed at the entrance of Sainbury’s stores guiding you to a display full of Mog cuddly toys and story books. With every purchase a donation will go to ‘Save the Children’ raising funds for child literacy. We all know that pulling at the heart strings is very effective during the holiday period, an opportunity that any good-will shopper won’t be able to refuse. 

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KELLOGS AT CHRISTMAS

This Christmas season Kellogg’s have come out shouting in store with a series of iconic special packs of all the family favourites, that just pop on shelf; Corn Flakes, Rice Krispies, Coco Pops and Frosties, have all had a nostalgic festive make over.

A phenomenal TTL effort that screams mental and physical availability at it’s finest. The campaign mix sees a TV from the past and a social push – with a promotion offering consumers the chance to win a perosnalised pack delivered right to their door by simply tweeting their favourite thing about Christmas, using the hashtag #FestiveFlakes.

We cannot deny the power of this campaign which uses some of our favourite tactics – 360 integration, special pack, gifting, personalisation and even a promotion. It’s a win – win for shopper, brand and retailer.

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BAILEYS CHRISTMAS

BOOM! It’s Bailey’s time of year, with 66% of their total annual sales made during the Oct – Dec there’s no surprise that they’re activating BIG this season. We’ve pulled out 3 of their activations that gain stand-out for both their customer – shoppers and trade.

Ltd NPD – During Christmas shoppers look to trade-up to those accessible luxury products. Tapping into this insight Bailey’s have bought  back the Chocolate Luxe Bailey’s, wrapped in gold it’s sure to be a festive fav.

Gifting FSDU – The Christmas retail environment is crazy and gaining cut through in store can be trixy. Tapping into the shopper gifting mindset Bailey’s have kept it simple yet effective with display unit that communicates nothing less than ‘Gift Baileys’ with a simple gold bow. Nice!

Trade Communications – Within Shopper it’s not just about the big supermarkets but also about the impulse and convenience channels which is were it’s especially important to engage with the trade and where else better to do this than in Wholesale. Baileys are doing well here to push their dedicated counter top unit by leading with a business benefit message – now that’ll get those sales.

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RICHMOND SAUSAGES

We all know that most shoppers like to trade-up for Christmas, but what about those everyday brands, how are they going to get themselves moved from shelf this season? Bring in Richmond (no bits) sausages who have responded to this conundrum with a unique and desirable promotion that’s perfectly tailored to their target audience.

Parents are offered a chance to WIN 1 of 200,000 toy tracking chips via an on-pack promotion. The chip will reduce the chance of their child’s most treasured items and possible new Christmas present getting lost. Supported by a tear jerking TV that’s slogan is “Keeping the Family Together” we can see the Richmond sausage making a few more Christmas dinners this year.

TTL Christmas action at its finest here!

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