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CASE STUDY: Tesco Screens - Wrigley's Extra launch.

Provided by dunnhumby Ltd
Generate awareness and encourage trial of a new product within the impulse sector, using Tesco in-store screens.

What was the Challenge / Background of the Campaign?

Being market leader, Wrigley's wanted to launch their new 'big pack' and get their existing customers to trade-up as well as encouraging new customers into the market with a new packaging concept. With chewing gum an impulse purchase, it was important to keep the new product front of mind throughout the shop; especially with 75% of purchasing decisions made are in-store. With 20m unique people shopping in Tesco stores every week, it was also the ideal broadcast communication channel to support their TV campaign. Find out more...

What was the Campaign Objective?

Wrigley's wanted to drive maximum awareness and trial of the new launch, that would also sit alongside their ATL activity. dunnhumby's creative studio developed an animated advert that complemented their TV campaign whilst adding character to the product to encourage engagement. With screens located in the main power aisle and throughout the store in the grocery aisles, in the biggest 100 Tesco stores, we ensured high coverage of all households throughout the UK at a relevant purchasing time. The campaign reached 5.8m households and achieved a total of 30.4% sales uplift.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kAll adults. Tesco customers.
16 - 24
25 - 34
35 - 44
Female
Male
AB
ABC1
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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