Gifflar
The brief
Drive trial, awareness, and education of Gifflar amongst 25 to 44 year old, ABC1 working professionals in office environments across London & Manchester.
Support retailers by fostering habitual purchases amongst consumers who prioritise quality, and seek premium snack options, alongside a two-pronged OOH campaign – whilst capturing feedback to deliver actionable insights.
The solution
Offices within a short walking distance of Gifflar supermarket stockists and OOH advertising sites in London and Manchester, and where the highest share of employees matched the brand’s target audience profile, were strategically targeted.
The brand became the center of attention in participating offices as Gems Ambassadors distributed Gifflar cinnamon rolls among colleagues during relevant snacking moments, ensuring the product was decanted from it’s packaging for the perfect single-serve. Key brand messaging and retailer availability were communicated through multiple touchpoints, including posters, leaflets, and a dedicated campaign microsite.
Employees received step-by-step directions to their nearest retailer, and consumers were encouraged to participate in a bespoke survey to share feedback following the trial.
The results
SALES UPLIFT IN SUPPORTED RETAIL STORES*
39,468 consumers across 129 offices in London & Manchester were lucky enough to sample Gifflar, and with 91% enjoying their sample – it’s a good job they were only a 4 minute walk away from their nearest stockist on average, with 1000s utilising the near-store function to find directions to store**.
*Comparing sales increase amongst targeted Waitrose & Morrisons stores, compared to those that were not supported via sampling in the month following the activation
**Estimates based upon interactions with the near-store function on both the survey microsite and thanks page
