Case Study

A chilled food brand expanded sales of its new product by adopting a multi-channel approach

This soup brand drove increased trial and sales of its product by delivering promotions in store and online.
12%
Increase in total sales through digital campaign
200k
Unique views of the online promotion
Categories
  • Food and Beverage
Challenge
Summer is the peak season for sales of our client’s product. They therefore wanted to launch a new format of their hero product over this period. They approached Valassis with a desire to drive trial of their new product whilst still encouraging sales of their existing product.
Strategy
The client’s initial brief was to augment sampling activity in store by offering shoppers coupons redeemable against the brand’s existing or new product. We spotted a gap with this approach though. How would the brand reach potential customers not in store?
Solution
Valassis proposed taking a multi-channel approach. Coupons were delivered with immediate discounts alongside product trials at point of sale. Self-printed coupons were also distributed across more than 500 websites through our affiliate network to drive shoppers to store.
Result
The combination of on and offline channels meant that the results, both of coupon use and product sales, exceeded those of previous years' campaigns. The manufacturer is now planning to repeat the same campaign next summer for this brand. They also want to extend this multi-channel approach across its other brands.