Category Archives: Uncategorized

Tangible outcomes? Welcome to Shopper Marketing….

It was interesting to read this today, about how too few marketing activities are measured on actual results…not brand love, not eyes on messages, not the ever vague ‘interactions’, but sales.

Those of you working in Shopper Marketing will likely be reading this like we did, with a sigh of relief…welcome to our world!

We continually question case studies seen online with ‘how many products did it sell?’. All too often these figures are missing as agencies and clients don’t measure their campaigns on this basis, preferring to judge effectiveness on softer measures.

We know that you often need hardworking shopper and/or activation (true activation that delivers a consumer/shopper action, not just an experience) to make all your other communication efforts worthwhile.

Some of our most effective work, McVities Sweeet, Lucozade Find Your Flow, has been a success because of the integration of Shopper and Activation insights and measures into the core campaign and not treated as a trade after thought.

So yes, thanks Lawrence for signalling the need to bridge the brand/shopper/trade gap. You’re speaking our language.

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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.

 

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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Lucozade Sport x Rugby

Tapping into the mental availability from the ATL, Lucozade Sport has offered consumers a promotion that gives them a chance to win official England, Scotland, Ireland and Wales rugby shirts every 80 minutes (how long a match lasts for – nice touch) offering shoppers a strong incentive for purchase.

All of this has put Lucozade into the Rugby conversation across their channels. Smart considering that they’re not an official RWC partner, so as you can see they’re being careful to avoid explicit mentions of the tournament on the promotion. 😉

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Coca Cola go Rugby

Spotted – a Coca Cola shipper in Tesco Kings Cross, utilising their Rugby World Cup partnership and their brand colours (of course) for a disruptive, brand blocking display at front of store. Including stadium assets and even a 3D ball (granted the ball is a slightly odd shape, and looks like the header is struggling with the weight), but shoppers will get the gist we’re sure.

8/10

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Garnier BB Summer Skin

Garnier BB’s campaign, endorsed by Holly Willoughby, is based on a refreshingly relevant beauty insight about the natural look trumping a face full of make up  this summer.

With awareness around product benefits brought to life in ATL, we saw a well integrated campaign with the message reinforced through in-store activations. Garnier was able to differentiate from competitors at shelf with further education on how BB cream improves your skin’s appearance and even your morning routine.

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Coca-Cola Master Brand

We spotted Coca-Cola’s new master brand activity in Morrisons. The “Choose happiness” campaign was very much in evidence, equally heroing the 4 variants of Coca-Cola which was given similar creative support and display. The range had very much been reduced to be consistent across each variant – stripping out a number of SKUs for Coca-Cola and Diet Coke.

We also saw the master brands graphically led print ad not so far away from store, providing consistency through the line.

7/10

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