Driving sales and brand awareness of Veganuary promotions through display and visibility
Driving sales and brand awareness of Veganuary promotions through display and visibility
We work with Kerry Foods in Grocery retail supporting their key brands with product availability and promotional execution to drive incremental sales.
An important growing category for Kerry Foods is the meat-free category, which has grown exponentially over the last couple of years and this growth is further being driven by lockdown – last year the category grew by 31.8*%.
Kerry asked our field team how they could help maximise this growing category through the promotions and sales of the Naked Glory and Richmond meat-free ranges during the ‘Veganuary’ period which is a key trading period for all retailers and suppliers.
*IRI data (excludes Discounters) ending 27th Dec 2020
Delivered for
The Activity
With Richmond Meat Free and Naked Glory SKUs promoted from retailer's Veganuary promotional ends and fixtures throughout the 4 weeks of January, we challenged the team to increase sales product awareness and share of these SKUs through 4 areas.
1.Pre-sell
– engage with retailers before the promotions start to sell, making them aware of the the opportunity of the promotion and ensuring commitment to the both promotional compliance and stock availability.
2.Compliance
– ensured promotional compliance across all accounts, supporting stores to implement the feature space with maximum visibility and ensure ongoing stock for the duration of the promotion.
3.Additional facings on feature space
– identified opportunities to increase space and location of the agreed feature space driving increased visibility and sales.
4.Additional displays
– maximised the stock pressure with incremental displays sited in secondary locations to increase exposure of the product and promotion.
The field team took up the challenge and worked across their territories with store contacts in Tesco, Asda and Morrisons to build and agree plans securing compliance, stock and display space within the stores to maximise the sales during the promotional period.
The results
Delivered 96% compliance to all agreed promotional feature space
Gained 3,000 additional facings across Richmond Meat Free and Naked Glory
Gained 400 additional chilled displays across Richmond Meat Free and Naked Glory
