Page 19 - RW-APRIL-2021

Allen’s Modular Snake Unit Indicia Worldwide with id8 Studio for Nestlé Australia As shoppers are using independent stores for top-up shops rather than main food shops, they are increasingly avoiding the confectionery aisle and using express checkouts more. Lolly bag sales are declining in independent stores due to aisle avoidance and lack of presence at the front of the store, so Indicia and id8 Studio needed to increase ranging for Allen’s Snakes at express checkouts to drive incremental sales. To do this, they created a unit that was easy to secure and assemble, and flexible enough to be compatible with a variety of stores. The resulting Allen’s Modular Snake Unit was fun and engaging, but unique to each store. A total of 200 units were produced for 60 independents. All parts of the display click together without tools, while an extension kit allows the unit to be expanded or downsized. Sales of the core product increased by more than 18 per cent for the first 12 weeks in-store. Nutella x Smeg Winter Campaign The Mix Agency with Opal Specialty Packaging for Ferrero Australia The Stay Toasty this Winter campaign brought together two iconic Italian brands, Nutella and Smeg, to encourage shoppers to ditch boring breakfasts and start winter days in a positive way. The campaign disrupted winter morning routines to drive relevancy at breakfast, creating a timely reason for the Nutella product to be added to shopping lists. The Stay Toasty campaign included several unique elements. For the first time, Smeg collaborated with a consumer brand to create a limited-edition product, which came to life in-store with theatrical and POS displays of a giant Smeg toaster with intricate curves and popping toast. Despite launching amid peak national Covid lockdowns, the Stay Toasty campaign achieved double-digit growth. 1/6 Pallet Chep Australia with Nestlé Australia Chep’s 1/6 Pallet is a reusable, retail-ready platform ideal for one-touch replenishment in-aisle or off- location promotional displays. Designed specifically to address growing industry needs, its intended purpose was to meet the needs of the entire food and grocery supply chain. The pallet facilitates a pre-built display full of stock and to suit material handling equipment and automated warehouses. It allows stock to be shipped as a complete unit directly from warehouse to store, reducing manual handling and high waste associated with cardboard displays. It also reduces the number of times a unit is touched, ensuring continuity of promotional plans, especially when government restrictions are in place, and minimising potential risks to Covid-19. To support a reduction/elimination of manual handling risks, it’s lightweight (less than 2kg) and stable to withstand a high working height of 200kg. This introduces the ability to fill the unit with more stock as it bypasses the requirement for a manual lift (pre-built displays today have a maximum weight of 16kg). Made with fully recyclable polypropylene plastic, it can be washed and sanitised and is designed to be shared and reused within the industry. Red Bull Music Motel Red Bull with Boo Group Red Bull was set to host its second branded music festival in Australia, but as a result of Covid-19 ended up faced with the prospect of a cancelled event and a gap in the in-store calendar. With a short window for ideation, the concept of the Music Motel was born – a live stream featuring some of Australia’s hottest artists, including Baker Boy and G-Flip. To win a personalised experience, consumers were invited to design their ultimate music experience, with their selections translating into a visual image that they could caption and share with friends via social media. From an in-store perspective, the campaign featured classic motel signs, which were designed with flexibility in mind to navigate the ever-changing Covid restrictions. A limited run of the signs was programmed to illuminate as shoppers approached in-store. With almost 1700 unique competition entries, it was Red Bull’s strongest ever activation. EVENTS APR, 2021 RETAIL WORLD 17