Torch Claude

8/8/2019 Torch Claude

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Illuminatingthe Shopping

Environment

Special Advertising Feature in Association with Tor


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SHOPPING

ENVIRONMENTMEDIA IS BOOMING

AND PROVING A

POWERFUL OPTION

FOR MARKETERS.

BY SAM MCCONNELL.

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RETAIL

MEDIACOMESOFAGE

Targeting consumers while they shopseems like it would be an obvious tacticfor marketers it certainly makes senseto market to your audience while they havemoney in their pockets and are readyto spend.

While Out-of-Home (OOH) has beena key spend for marketers for decades,its only in recent years that shopping

environment media has come to the fore.Shopping environments can be definedas any location related to shopping orretail shopping centres, retail strips, carparks, service stations Dont be fooledby the OOH part either shoppingenvironments include indoor executionsas well, in the form of signage above

escalators, in food courts, withinat point of sale anywhere tied shopping or retail experience.

Whether indoor or outdoor,shopping environment media is cexperiencing a boom.

Consumers are increasinglygo/more active and thus harder tat home. What we are seeing no

battle for share of on the go minsays Norrelle Goldring, principal Market Strategy.

The game is increasingly abrelevance. Shoppers are weary oadvertising clutter and overexposmessages, and increasingly filteranything thats not relevant to wh


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are doing there and then. They are lesslikely to filter out retail media as it is more

relevant at the time they are actuallyshopping and in the shopping mindset.

Goldring believes suppliers areincreasingly recognising the role of pointof purchase and shifting their marketingspend into in-store and shopper-facingmedia accordingly.

The role of shopping environmentmedia will only increase, particularlyin-store media right at the point ofpurchase assuming the content hasthe right categories and is offered in theright places.

When people think of advertising in

shopping environments, their thoughts willoften turn to FMCG, and this category isobviously tailor-made for these kinds of adplacements. According to Helen Bakewell,managing director of Directional Insights,however, there is no limit to the range ofproducts and services worth promotingthrough shopping environment media.

Shopping centres and retail generallyare a reflection of our community, oursociety, our customs and how we liveday-to-day. As they are a reflection ofour society, it is appropriate that all typesof products and services within our lifebe promoted at one of the commercial

venues we visit most frequently beingthe shopping centre (the majority ofAustralians visit a shopping centre weeklyor more often).

Within the shopping centreenvironment, however, there is furtheropportunity to target specific centresstrategically based on your customertarget market. For example, younger

people tend to frequent regional shoppingcentres compared to older customers

visiting smaller neighbourhood shoppingcentres. Products that are age appropriatecan also be targeted at shopping centreswhere differences in age profiles aremore prominent. This can, of course,be applied to other factors like ABprofiles or ethnicity.

There is also a misconception thatshopping environment media is goodsimply for promotions rather thanbigger picture branding projects. AdamFerrier, managing partner and consumerpsychologist at Naked Communications,disputes this.

People think of the shoppingenvironment as only promotional.There has been an increase in dollarsspent within environments that areclose to purchase as marketers haveincreasingly realised that the goal ofcommunications is to get people to acton, not just receive a message. Shoppingenvironment advertising, like all formsof communication, however, has dualpurposes to a) drive sales, and b) buildthe brand. If your communication is notdoing both then its not working. Thereforeany retail message should be building thebrand not just driving sales.

One large organisation that hasextensively used shopping environmentmedia is Sanitarium, famous for productssuch as Weet-Bix, Up & Go and Lightn Tasty. Through Star Advertising,Sanitarium booked floor media inWoolworths to support the launch ofWeet-Bix Kids. It used The Wiggles(who endorse the brand) in the creative,

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Shopping environment

advertising, like all formsof communication,has dual purposesto a) drive sales, andb) build the brand.

Adam Ferrier,Naked Communications

Electrolux leveraged the insight that when people buywhitegoods the tactile experience is vital. To work this harder,

and bring to life the positioning of the cooking authorityElectrolux set up celebrity chefs to cook at kitchens of thefuture in Westfield. It was successful as it was interactive

in a tactile way like no other element in the communicationsmix, but importantly the content that was generated in the

shopping centres was filmed, turned into footage for TV, andexposed to an even greater audience!

Phil Hayden, bellamyhayden

which attracted mums and their littlepre-school kids to the fixture. Accordingto Chris Pinnegar, business director at

Star Advertising, to make this kind of in-store execution work, you need to havea genuine reason to be there or a hotproperty to leverage, otherwise its justmore wallpaper.

But why did Sanitarium choosean in-store promotion?

Most of the time were targeting maingrocery buyers (often mums with kids)and its getting harder and harder to reachthem effectively. Traditionally, TV has beenour lead medium, but the importance ofbranding the last mile is rising. Gettingour messages as close to the point ofsale is often a key factor in clinching

sales, especially when our brands are partof a repertoire and the need to switchconsumers is vital.

With media fragmentation a realproblem for the media industry and anincreasingly savvy consumer becomingharder and harder to reach, the futurelooks competitive for the industry.Shopping environment media has now,


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a brand at the supermarket, sotoo much happening in your crwill tend to make it blend into tsurrounding noise.

02 Adam Ferrier

Consumer psychologist

and planning partner,Naked Communications

1. All communications should bubrand not just drive sales.

2. Ensure you understand the othelements of the communicatio dont just leave it all up to thethe person sees as they are wthe store.

3. If there is a star burst on your communications you probably thought it through hard enough

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Most of the time were targeting main grocery buyers (oftenmums with kids) and its getting harder and harder to reachthem effectively Getting our messages as close to thepoint of sale is often a key factor in clinching sales.

Chris Pinnegar, Star Advertising

SHOPPER BEHAVIOUR:

A SNAPSHOT

How shoppers shop their mindset,habits and what they look for depends on their type of shoppingoccasion and mission. Shoppers maybe buying for me or for us or for you,with the product or category to be usedeither now or later. Who they are buyingfor and how/when the product is to beused also impact their mindsetand habits.

Major shopping missions

and occasions

stock-up shop everything we needfor the next few weeks

top-up shop stuff I need for thenext few days

destination/emergency shop specific items that I need now

on the way tends to be serviceslike ATMs

browsing more shopping centreand department store oriented

treat/reward for me or for others gifting for others.

Mindset and habits

Lets look at how these changeaccording to the different types ofshopping missions: stock-up shop make sure Ive got

everything. Ill buy things not on thelist if I think we might need them andtheres a reminder or incentive

top-up shop in and out for just the

stuff on the list. I might buy a coupleof things not on the list destination/emergency shop in a

hurry and on a mission. Less open toimpulse, and even then only when theprimary shopping mission has beencompleted (e.g. while standing inthe queue)

on the way in a hurry, distracted browsing having a good look

THREE KEY THINGS TOREMEMBER WHEN DEVELOPINGA CAMPAIGN TO MAXIMISETHE SHOPPING ENVIRONMENT

01 Peter Hardy

Advanced analytics director,

Synovate Aztec1. You need to develop a short but clear

call to action for the shopper. In otherwords, you need to give the shopper areason to buy your product whether thatis via talking to them about its featuresor benefits.

2. You need clear branding too manytimes, we see great creative, but no onecan remember the brand! Must include aproduct shot.

3. Bright or clean graphics shoppersspend only a few seconds choosing

however, established a strong basefrom which to continue to grow.

On the positive side, brandswill continue to move in the directionof delivering experiences in theirmarketing, says Phil Hayden, directorof communications planning agency

bellamyhayden.Shopping centres, with the traffic

they offer and the theatre floor that istheir real estate, will be one of the primarybeneficiaries of this.

On the downside, if the migrationof communication dollars continues thenclutter will be an issue. There appears tobe little understanding from the operatorson how much is too much and it wouldbe a shame if the local shopping centrebecame the commercial break of the21st century.

around. I may have a category but open to item/brand switch

treat/reward something littlefor me. Ive earned it, and

gifting Im not sure exactly whe/she will like. I will take the tfind the right thing and get advI need to.

What shoppers look for

solutions, not products! Solve problem or occasion, e.g. hurt/screaming child, dinner tonightsomething to wear to the party

make it easy for me to find, seeand select my product from amthe clutter

give me interesting distractionsGrocery shopping can be a chand

keep it simple! Too much choicconfuses me.

Prepared by Norrelle Goldring,

Principal, Moxie Market Strategy


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0703 Helen Bakewell

Managing director,

Directional Insights

1. Know the customer at the centre typeyou are targeting.2. Be relevant to the customer profile at the

centre you are targeting, ie know yourown profile.

3. Make sure you stand out in the crowdparticularly when fitting in with orcomplementing the different retail timesof the year either try to capitalise onor run contrary to them, e.g Christmas,school holiday periods and other keyretail events such as Mothers Day,Fathers Day and Easter.

04 Norrelle Goldring

Principal,Moxie Market Strategy

The 3 Rs! Plus one1. Right placement the closer to the

purchase decision point for the category,the better.

2. Right category and product focuson incremental sales from high valuecategories, not brand switchamong staples.

3. Right message a call to action basedon occasion and usage, and yourobjectives (eg awareness versus trialversus switch versus incremental sale).

Basic branding is a waste this is aboutconversion not consideration!4. And the big R that sits across the lot is

Relevance! Its no good showing me anad for toilet paper when Im standing infront of the pet food!

05 Phil Hayden

Director, bellamyhayden

1. Be active. Most formats in shoppingcentres are very passive, and rely on theproximity argument. Delivery will needa creative idea, and probably a degreeof theatre to pull it off. People are notwaiting for your advertising most

mothers with young childrenare on a mission!

2. Integration. Shopping centresare sometimes the frontier wherethe below the line agency(and probably the client sales team)meet all that nice brand work that hasbeen done by the marketing departmentand the advertising agency. And itfrequently shows!

3. Placement. Again think about your ownshopping behaviour. You probably shopat your local centre regularly, but in a

clear and defined pattern. This is notchance. The operators do not arrangestores or retail outlets in a randommanner like how stores are clusteredto create mini-villages within a shoppingcentre. Think about where your brand fitsand where your audience will hang outmost you might even miss them.

MEDIA STRATEGY IN RETAIL

ENVIRONMENTS: A SNAPSHOT

As communication opportunities go,one of the most interesting revolutionsin recent times has been the humbleshopping centre/retail precinct. Fromstruggling with the loose notion ofsecuring a poster site in the mainwalkway fewer than 10 years ago, youcan now contemplate multiple formats floor space for any form of brandtheatre, digital TV screens, table tops,themed mothers and baby rooms, allbacked up with scan data or names

and addresses of interested prospectsif you so wish.

The growth is easy to understand. Hasanyone ever seen a path to purchaseor where I decided to buy this productresearch study that didnt say when Iwas in the shop looking at it; however,clients eager for accountabilityand agencies keen to expand theircommunication remit have quite rightlyseized the opportunity and seriouslyattacked the area with messagesand dollars.

As a consequence, the opportunityhas come of age in commercial terms.Concentration of ownership (thankyou Westfield, the biggest and mostprofessional operator in the world)and the presence of credible mediaowners have made the opportunityeasy and disciplined to get involvedwith. I believe, however, that to see

the shopping centre/retail precinctcommunication opportunity as glorifiedpoint of purchase seriously undersellsits potential.

An Americanisation of our urbanplanning means that the modern dayshopping centre is much more thanwhere people simply go to buy. Theshopping centre is the new heart ofthe community. People go to connect.They go to be seen and see others.

Values, influences and peer approvalare gained. This is a seriously excitingcontext in which to place your brands.Youth brands have been the first torealise this, using vacant shoppingspace as branded hangouts andlounges providing a raft of experiences,at the same time as achieving eyewatering time spent with theirtarget audience.

And the numbers stack up: 17 millionweekly through Westfield makes it abroadcast channel. Get a $1 millionor $2 million dollar budget to support

a whole number of shopping centreformats and ideas and you couldexpect a broadcast type result forthe brand!

Well and truly open for business!!!

Phil Hayden is director

of bellamyhayden


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Late last year in my local shopping strip,a two-dollar shop opened. Like most, it

featured a whole range of cheap products,flashing lights and garish window displays.And it also featured a spruiker who couldbe heard in fact, who couldnt beignored by those trying to enjoy a coffeein the caf a block down the street.

Effective? The shop was certainlybusy enough. Yet so were the others onthe strip offering similar products andprices (and you could walk past thosewithout being forced to cross the road toavoid a barrage of noise pollution). Thisis a microcosm of the Australian retaillandscape. An environment full of clatterand clutter, where many choose to shout

to be heard. Where many pop their headsup in the hope of a quick buck, and oftenvanish just as quickly.

Its an unusual, possibly uniquecommunications environment. And so,the thinking goes, it requires a separateapproach (if not a separate creativeteam, marketing group and/or agency)to crack it. But that kind of thinking isfundamentally flawed.

AWARD-WINNING

CREATIVE LUKE CHESS

URGES YOU TO MAKE

SURE YOUR MESSAGES

STAND OUT FROM THE

REST IN THE RETAIL

ENVIRONMENT.

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CREATIVITY:

RISING

ABOVETHECLATTERAND

CLUTTER

Heres why consider a fewof the (apparently accepted) rule

of retail advertising:- use bright colours to gain atte- make your type enormous

to gain attention- cut your piece into a funky sha

to gain attention- consider three-dimensional ef

drop shadows and the like to attention, and

- do just about whatever othercrazy thing you can think of togain attention!And now consider this: everyo

else is following these rules too. why wandering into a shopping c

feels more like stepping into an afull of histrionic inmates than the kshopping experience a decent br(your brand?) deserves.

So here are just a few thoughconsider instead:

Brand X is still Brand X whethit on TV, on the net, while driving tor wherever. So why change yourmanner and tone the minute we m

Could a shelf wobblerget consumers nodding?Could a poster in thefreezer section senda shiver down theirspines? Or, as Kirin Beerwondered, could a floorsticker prompt people tobend over and investigate?


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each other in a shopping environment?After all, people who radically change the

way they talk to me from one encounterto the next come off as unbalanced, evenschizophrenic. Doesnt it follow that a brandthat does the same will leave a similarimpression? So if your brand hasa strong personality (like Virgin credit cardsfor example, images 4 & 7) whatever youdo, make sure you maintain that personalityin the retail space. That way, the messageyoure sending will be unmistakeably yours.

Another facet of your brand thatsunmistakeably yours, of course, is yourpackaging. Whether designed by your team(ideal) or created by a completely differentagency/studio/nouveau design collective,

its a fundamental expression of what yourbrands all about. Clever people have spenttime on it, and quite likely sweated bloodover it. Couldnt you at least consider it asthe launch point for your retail campaign?In the case of Telstra BigPond, the centralselling message was about freedom. Itshardly surprising that the packaging conceptmigrated to point of sale (images 1 & 2).

Of course, some brands dont seemto have a strong personality at all. So what

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can you do? Why not create one? Thatway, while your competitions screaming

take me home immediately!!! like somepsychotic bunny-boiler your consumerwill be getting to know you better (ofcourse the trick here, then, is to know yourconsumer in turn). Tooheys Old wantedto introduce itself specifically to an edgieraudience in-store drinkers who wereopen and fundamentally willing enoughto experiment with their usual beerrepertoire (image 3). Spot the person youwant to talk to, say hello. The rest prettymuch takes care of itself.

These brand and consumerconsiderations said, we should also neverforget the actual environment in which our

piece will appear (something the earlierVirgin credit cards example demonstratesnicely). Which is not to say lets shoutdown the competition after all, but rather toask some pertinent questions:

Could a shelf wobbler get consumersnodding? Could a poster in the freezersection send a shiver down their spines?Or, as Kirin Beer wondered, could a floorsticker prompt people to bend over andinvestigate? (The deliberately small type

reads Thank you for show of respect tohonourable Japanese beer, images 5 & 6).

One more thing. All of the aboveare thoughts, perhaps even suggestions.But what theyre most definitely not is alist of guidelines, or some new set of rules.Because the problem with guidelinesand rules is that theyre designed togenerate predictable outcomes. And thepredictable is far too easy for everyone your consumer included to ignore.

I guess ultimately what Im insisting hereis that, retail or not, an idea is fundamentalto every piece of communication. You canborrow it from your brand campaign. Youcan pinch it from your packaging. You caninvent it on a layout pad in a solitary corner

of your agency or you can generate it outof a brainstorming session (maybe). Butone things for certain. Without a relevantidea at its core, your piece is just emptyexecution, hollering away like my localstores spruiker. Although oddly enough,hes not there any more. The shop closeddown last month.

Luke Chess is Creative Director at advertisingagency, Belgiovane Williams Mackay

Brand X is still Brand Xwhether I meet it on TV,on the net, while drivingto work or wherever.

3

1

4

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When ModelCo wanted to launch itsrevolutionary new cosmeceutical product,Erase those fine lines, the companysinternational marketing director, SophieBaker, turned to mall media formaximum impact.

We chose the medium that is closerto the point of purchase than any othermedium, Baker says. The only thingcloser to our customers is our staff.

The striking campaign featuring theface of Elle Macpherson was perfectfor large size portrait advertising, says

Baker, with the famous supermodelsimage instantly commanding attention.The creative execution was more fashioneditorial than clichd beauty advertising,with the aim of establishing credibility forthe product.

Baker believes a number of factorscontributed to the runaway success of theproduct launch, including the fact it was aunique product creation with a wow factor,

THE WINNINGCOMBINATION OF ASUPERMODEL, A CULTBEAUTY BRAND ANDADS AS CLOSE TOPOINT OF SALE AS YOUCAN GET, ACHIEVEDOUTSTANDING SALESFOR A NEW PRODUCT.

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and the star power of Elle. Other factorswere the combination of magazine, radioand direct mail advertising, a samplingcampaign at David Jones stores, anda visit to Australia by Elle herself thatgenerated more than $5 million inmedia coverage.

The resounding success of thecampaign was even better in locationswhere we used TorchMedia small formatdisplays in Westfield malls, says Baker.Where we had TorchMedia signageaccounted for 55% of ModelCos total

sales of Erase those fine lines.ModelCo used TorchMedia signage

in six key Westfield malls in the Sydneyarea Bondi Junction, Miranda, Hornsby,Parramatta, Chatswood and Eastgardens.A total of 53 panels showing the Erasethose fine lines campaign were on displayfor up to eight weeks. The campaigncommenced on 1 October 2006 and ranuntil Christmas.

The TorchMedia campaign gus continual awareness with our audience who are making weeklyto their favourite shopping centrethan one hit that a television or rawould have delivered, says Bake

The creative and the placemwhat has become a key leisure dfor our target audience allowed uintrigue, inspire, involve and ultiminvite the customer to experienceproduct.

ModelCo experienced conside

uplift in sales where there was

TorchMedia display exposure:

Bondi Junction 56%Chatswood 1358%Eastgardens 850%Miranda 1214%Parramatta 4200%Hornsby 1150%Group Increase 937%

CASESTUDY 01:

UPCLOSEANDPERSONALWITHMODELCO


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At-shelf media especially effectiveretail media for complex categories suchas vitamins.

AWOP (a measure) average weightof purchase, can be in number of items(e.g. multi-buys such as 2fors or 3fors toencourage purchase of more than oneitem), or weight in kilograms or litres viapromotion of larger pack sizes.

Basket incidence (a measure)not a collision in the aisles. This measurerefers to the percentage of timesa product appears in a shoppers basket.Staples like milk and bread are in 100percent of baskets while other categorieslike cleaning equipment might be in10 percent of baskets. Also calledbasket penetration.

Basket size (a measure) or trolley size.Or green enviro bag size. Whatever yourmethod, this measure refers to the totalnumber of items the shopper has atthe checkout.

Basket value (a measure) also calledtransaction value. This is the total worth ofall items in the basket. It can be increasedby getting shoppers to select more items(increase basket size) or increasing thevalue of the selected items via uptrade tobigger packs or higher value products.

Brand switch the power of retail mediato tempt shoppers to try a new brand,especially staples like milk and bread.

Browsing (a mission) potentiallyhazardous (to the credit card) time spentin shopping malls and department stores.

Call to action the part of a retail mediamessage that engages shoppers to act.

Destination shop (a mission)describes a mission to buy an itemI need now.

Emergency shop (a mission) seedestination shop. Girls, think tampons.Guys, think condoms.

Enlargement factor the effect of retailmedia making a brand appear bigger.Particularly effective when combined within-store display leading to rapid awarenessamong shoppers.

Gifting (a mission) a shopping mission

to buy a present for someone else, takingtime to find the right thing and gettingadvice if needed.

Grocery (a retail environment)commonly called a supermarket, thischannel is perfect for enticing shoppersto try new brands and product variants ofstaples and common household goods.

Hurdle rates (a measure) a cut-throatrace to sell a certain number of units perstore per week. Products falling at the firsthurdle are disqualified from racing (i.e.deleted). The height of the hurdles variesacross categories. The bigger and highervalue the category, the higher the hurdlesand the taller the racers need to be tojump them.

IPI (a measure) inter purchase interval,the time between shopping trips to buythe category or product. Depends oncategory type and sales channel.Toilet paper has an IPI of a few weeksbecause people buy multiple rolls andbig packs (and stock up when its beingpromoted). Staples like milk and breadhave IPIs of only a few days.

ISM in-store media, should be addedto any campaign to increase sales!

Mall (a retail environment) no longer the

exclusive province of the mall rat (boredteens) with nowhere else to hang out,the mall of today is the new town square,a meeting place for a wide cross sectionof society and often features brandexperiences alongside cinemas and cafs.

Mission describes the shoppingintention. See: stock-up shop, top-upshop, destination/emergency shop,on the way shop, browsing, treat/rewardand gifting.

Off-premise liquor (a retailenvironment) more commonly calleda bottle shop or drive-through.

On the go mind space the newbattleground for advertisers trying tocapture peoples attention while theyare out and about.

On the way (a mission) services thatshoppers access, such as ATMs, petrol.

P&C, aka C&P, aka petro-con (a retailenvironment) nothing to do with the PCof political correctness, this retail channelis so much more than a place to pumppetrol. Todays petroleum and convenience

stores are mini-market destinatio

shoppers can treat themselves,services on the go, do emergenand much more! Their exposure ttakes place in the forecourt, by ton the floors, at the counter, on tpump stands and nozzles with maiming to uptrade the final shopp

Pharmacy (a retail environmeto fill your prescription! Todays pchannel is a health and beauty hewith personal service and adviceperfect environment for product to support retail media.

Point of purchase either whe

the product is picked off the sheor the cashier where the shoppe

Relevance the opposite of puan ad for toilet paper in the pet foaisle. This is the key to effective radvertising! The right product in place at the right time.

Shopper-facing media any iadvertising media or point of sale

Shopping environment can anywhere from a supermarket to a convenience store (see petro-ca pharmacy or a liquor store.

Stock-up shop (a mission) th

shop. This shopping mission destrolley piled to overflowing.

Three-foot rule the exponentin effectiveness of relevant retail executions the closer they are toof sale.

Top-up shop (a mission) donestock-up shops, usually for dinneplus essentials like milk, bread anitems needed for the next few daincome and double income houswith no kids might do a top-up shto four times per week, increasinexposure to retail media.

Treating (a mission) buying sofor me or someone else, but usuasometimes as a reward for hard swork. Often an indulgent purcha

Uptrade the gentle art of persshoppers to buy more whethernumber, volume or value of thechosen items.

Source: Norrelle Goldring/Moxie

Strategy and TorchMedia

A QUICK GUIDE TO SOME USEFUL TERMINOLOGY WHEN ITCOMES TO TALKING ABOUT THE GROCERY, MALL, LIQUOR,PETRO-CONVENIENCE AND PHARMACY RETAIL ENVIRONMEN

GLOSSARY:

SPEAKRETAIL!


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A retail media campaign for Fosters Pure

Blonde lived up to the brands tagline,

Too good to be true when it contributed

one in four additional product sales during

a campaign in late 2006.

Pure Blonde was the first low-carb

entrant in the Australian beer market when

it launched in September 2004. While the

beer experienced great ad recall thanks to

the cheeky creative executions using lines

such as And her father owns a brewery,

the beers marketers wanted to push up

its sales.

For the month of November 2006

Pure Blondes marketers added shopper

focused retail media from TorchMedia

at shopping mall entrances, in supermarket

car parks and on the floors of Woolworths

liquor outlets in NSW to complement

the brands ad campaign consisting of

magazines and catalogues.

We had a unique challenge with

Pure Blonde, to get credibility among the

A TWO YEAR-OLD BEER BRAND UNIQUE IN BOTH ITS

FORMULA AND ITS ADVERTISING DISCOVERED THE BEST

WAY TO LIFT ITS SALES QUICKLY AND MEASURABLY.

CASE

STUDY 02:

RETAILCAMPAIGN

PURESALESFOR BEERBRAND

target audience who have been sceptical

about low-calorie and light beers while

communicating that our beer is low-carb,

and to increase our take-home sales in

liquor stores, said Annabel Wallace,

Brand Manager of Pure Blonde

at Fosters.

The retail media options presented

by TorchMedia seemed the perfect match

for our objectives.

The Pure Blonde campaign was

analysed by leading retail research firm,

Synovate Aztec, to ascertain the effects

of using retail media as part of the

integrated campaign.

The Synovate Aztec results showed

volume increases for Pure Blonde in both

the 6-pack and 24-pack.

The TorchMedia campaign contributed

8% volume growth for the 6-pack and

4.6% volume growth for the 24-pack.


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