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Danio Shopper Roadshow

A recipe for success

Danone briefed us to help launch its ‘super-thick, super tasty’ Danio yoghurt with an experiential shopper campaign. Our goal was to deliver a ‘yogurt of substance’ campaign to drive awareness, trial and purchase. 

Danone wanted to capture consumer interest at point-of-purchase. The activation needed to be tailored to engage shoppers across the four major supermarkets, with the product’s key selling points communicated in a memorable way.

Our fun and colourful South of England shopper roadshow provided the perfect platform to drive trial and raise brand awareness. At the front of each store, shoppers were engaged in conversation with brand ambassadors and invited to try a choice of six flavours. Along the path-to-purchase, in-store POS was tactically placed to bolster awareness and keep the brand top-of mind. The footfall driving mechanic initiated front-of-store led to brand ambassadors in-aisle who helped convert the conversation to purchase. Chilled logistics were managed independently of the retailer, though close store ties allowed us to manage stock uplifts and ensure constantly well-stocked shelves. The execution was creatively eye-catching and attracted a lot of attention.
360K
samples given
190 
live days of sampling
424K 
WOM reached