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.
A successful launch can have a big impact on sales and retailer relationships. Our sampling drive and ‘walk-on-yoghurt’ stunt got lots of people talking about, and trying, Danio.
Anna Bysshe, Business Director, BEcause
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.
What we did
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.
How we did it
We worked closely with each of the supermarket buyers, local store managers and shopper intermediates to design an activation that met both the brand and retailer needs. 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.