CASE STUDY: Morrison's YAZOO Brand Launch

Provided by First Field Marketing
Recently launched into 8 Morrison's stores in the Yorkshire region.
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What was the Challenge / Background of the Campaign?

First Field Marketing was challenged with building awareness of the Yazoo brand launch in Morrison's stores within the Yorkshire region and driving sales at the point of purchase.

What was the Campaign Objective?

The purpose of the campaign was to introduce Yazoo Smoothie's to Morrison's customers, trial and incentivise purchase and drive sales.

What was the Solution?

By visiting 8 Morrison's stores car parks over 4 weeks ( 2 per day) we reached 5 times as many people as we would just sampling in store. We can supply our own branded stand, staff and take our own sample stock to store. We can manage the uplift, and replenish the shelves which allows us full control over the activity. Creating a good relationship with store managers was key to ensuring we could have a sampler in store near the product as well as in the car park. After the first store sold out very early, we ensured there was an excellent uplift for both SKUs.

What were the Results?

We were able to reach up to 1500 consumers a day as they entered the respective Morrison's stores. Everyone who purchased the product was given a coupon to repeat purchase on their next visit. This mechanic worked well and in 7 out of the 8 stores visited the team SOLD OUT. "Good work, professional and well presented staff " Welcome back any time ! " Martin Cotton, section manager.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1,500 consumers / day
All adultsBoth
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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