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Star Wars - The McCurrach and Kerry Foods Alliance

Vital Statistics

Client:

Kerry Foods

Project Period:

16 weeks

Services Used:

Strategy & Planning

In-Store Merchandising

Point of Sale Implementation

The Brief

Cheese snacking is a fiercely competitive yet mature category in the UK. So when Kerry Foods, owners of Cheestrings, identified that the vast majority of activity in this channel was pointed towards “Mum” they decided to change tact and target their consumers - the kids themselves.

At this time Star Wars Episode VII – The Force Awakens’ was being widely promoted by Disney and thousands of fans of all ages were waiting impatiently for its UK release. Kerry Foods understood there was huge potential here to connect with kids (and their parents) and struck a licencing deal with Disney to exclusively utilise Star Wars images within the chilled foods category. This deal led to a temporary Star Wars “rebranding” of the packaging and the inclusion of colourful collectable cards inside.

We held discussions with Kerry Foods to decide on the best way to drive visibility. After referring back to our previous success stories with similar client brands we proposed the Star Wars Campaign to Asda as part of their Mighty Merchants Initiative. This involved six senior members of Asda’s leadership team, or “Mighty Merchants”, each proposing three activities to store managers across the country. The stores then selected their top three campaigns from the eighteen proposed as the ones they would use to drive sales into their stores. Competition was tough!

 

The Activity

The initial work for our Retail Execution Team involved “pitching” our concept to all Asda General Sales Managers (GSMs) on the call file. Once an agreement was reached to run the campaign at store level attention then turned to display solutions.

Since the chilled foods nature of this category meant display space was limited, identifying opportunities in advance was a critical factor in the eventual success.

Once stock started to flow in to stores the focus turned towards ensuring ongoing stock availability after the initial allocations. To achieve this our sales team required a detailed understanding of Asda systems and chilled supply chain, as well as developing ongoing relationships with key store colleagues.

Finally, opportunities for in-store theatre were identified and maximised. This included stores adding extra POS, light sabres and Star Wars action figures to chilled displays. This was all done at a local level with absolutely no budget, so creativity and ingenuity were critical.

The end result was phenomenal! This campaign was so successful in fact that we won a 2016 FMBE award for it, which was escalated to Platinum on judge’s discretion - the highest achievement possible, as this was the most admired overall entry across all categories by FMBE’s judges.

The Results

150,000 new shoppers bought into the brand

150,000 new shoppers bought into the brand

Product sales in Asda increased by over £500k

Product sales in Asda increased by over £500k

Award winning campaign as recognised by FMBE

Award winning campaign as recognised by FMBE