Delivering cross-retail campaign planning and management for a

cereal brand

The challenge 

Plan, buy, manage and evaluate a cross-retail shopper campaign to highlight a competition mechanic as a differentiation point within the competitive category.

The Approach

In order to land a competition message in-store it was important that the media we activated was brandable and there were no 'rules' around the media which restricted this messaging.  Further to this, high reach opportunities were considered as a priority to maximise the campaign’s visibility.  Before specific channels were recommended, we reviewed 50+ brand specific control versus exposed store studies to identify key learning to act on in this plan; 200+ broader 'cereals' studies were also reviewed to bolster our category understanding.  Media was activated both in-store and online and was targeted to known cereal shoppers, this enabled us to upweight engagement and minimise media wastage.  The final media plan was bought, managed and evaluated by our team to facilitate a true end to end service for our client.

Project highlight 

9,000+ shoppers entered the brand's competition across the 6-week campaign duration, displaying high shopper engagement in competition mechanic. 

Campaign performance

12

50m+

Media channels planned, bought and managed

Impressions delivered

9,000+

Competition entries

Working closely with the team at Lobster has allowed us to execute Shopper Marketing activity across all the major retailers over the last few years. The team play a key role in bringing to life our ATL plans with our customers, by planning, implementing and evaluating a number of campaigns with us. Through ongoing collaboration we continue to drive efficiencies and trial new shopper channels to create best in class campaigns. The team are knowledgeable, professional and always on hand to take on any of the briefs I put their way with pace and diligence.

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T: 020 3553 1111

E: mail@lobster-agency.com

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