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.
Without some level of product announcement or innovation, retailers were unlikely to support a promotion to the level desired.
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.
- 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.