CHALLENGE:
Grow Retailer Participation and Product Sell-Thru.
Reese’s was seeking a solution to increase key retailer participation by 20% within the C-Store and Grocery channels for its National promotion. To reach this type of lift, incremental displays and priority shelf space would be paramount.
ILLUMINATION:
Without some level of product announcement or innovation, retailers were unlikely to support a promotion to the level desired.
APPROACH:
We convinced the Reese’s leadership that its iconic brand had inherent and untapped power within its unique packaging. We spearheaded manufacturing enhancements that leveraged packaging as a means to deliver a game card promotion tied to its NASCAR racing sponsorship. The brand was able to give retailers stronger program value while creating category differentiation.
SUCCESS:
- Retailer participation for the brand promotion was at a 3-year high and exceeded the 20% target increase.
- Retailers purchased more product merchandisers for this program than any of the brand’s previous campaigns.