Context
The goals of this Long Term campaign that ran in 2021, were:
- Create awareness for Emmi
- Boost sales of the entire range (by increasing penetration and buying frequency)
- Recruit new customers
Video
Solution
Development of a multi-channel campaign, including:
CRM
a mass insert in the newsletter My Delhaize
Instore
3 months of visibility in the category and out of the category in all banners (SM / AD / Shop&Go)
- In the category: stopper, fridge door sticker
- Out of the category: Radio, Digital signage, Wobbler (for example in the Coffee category with the aim to redirect people to the Fresh & Dairy category)
Online
5 weeks campaign with:
- Push product for free collect/delivery
- Sponsored product
- Zigzagvertising
Results
This Omnichannel case worked on all aspects of the briefing, with as a consequence some nice results and a happy client!
"MMD used their insights and experience to create a great Emmi Caffe Latte campaign! I'm really thankful!"
De Bruyckere Roger
CRM
- 512.200 people have read the My Delhaize newsletter with the information of Emmi
In store
- 3 million buyers of the Category have been exposed to the campaign in SM&AD; 800.000 Shop&Go customers also saw the campaign
- Average sales uplift on 3 months of +30%
- + 50% new buyers
Online
- + 60% sales uplift during the campaign period
- + 63% new buyers
Watch the video with the case!
Targets
Buyers of the own and affinity categories - New buyers
Objectives
Conversion
Penetration
Brand awareness
