Customer centric approach
Keeping the Little Glass campaign front of mind for the most relevant shoppers is key to the success of the activation.
Using a collaborative approach and working with PepsiCo we wanted to look at three aspects of the campaign strategy.
Understand the key issues for the Sainsbury’s customer.
Insight shared by the PepsiCo brand/digital teams to overlay with our own data.
Inspire the most relevant customers with the educational ATL message.
Using a sufficient lead time for an in-depth targeting strategy reflecting the complexity of the category.
Reward brand educated shoppers with points incentives in store.
An integrated customer journey and consistent targeting strategy to multiply touch points and boost performance.
In spite of strong competitor price promotions during the campaign, the media generated a strong sales to cost ratio of 3:1.
Total category uplift