In October 2023, Galler experienced an historic moment with the launch of a new range of chocolates : A range of 6 filled chocolate bars. This new range is a brand-new format within the Galler's chocolate range : Nearly three times larger than the brand's iconic bar (and with a completely different offering between chocolate coating and ultra-generous filling).
Omnichannel Campaign :
Commercial Display - pack Small - 2 weeks - 112.500 impressions
Online Product sampling - 10.000 chocolates bars of 180gr distributed through our online baskets
Radio instore - 1 week of radio in 12O POS
Segmented insert email - Sent to more than 1.7M° Delhaize shoppers
Stopper Small - 4 weeks in 330 POS
On top of that, to booste the penetration, the introducton was supported by a strong 1+1 promotion (handled by Category manager)
Some key insights of the campaign :
INSTORE : Stopper :
Media KPI -> Reach : + 13M° Shoppers
Sales KPI -> Product Evolution : +1500%
e-CRM : Segmented Insert MyDelhaize
+1.7M° clients received the MyDelhaize email
+700.000 unique openers (O.R : 39%)
ONLINE : Commercial Display :
Media KPI's :
115.902 Impressions
2.249 clicks
1.94% CTR
Omnichannel results :
MEDIA KPI'S-REACH :
+ 20M° Shoppers
+ 328 Stores in Belux
SALES KPI'S :
13,5% Brand Evolution
+65.000 customer buyer's reach
Conversion
Brand awareness
Eye catcher
Trial
Brand positionning
