How to support the introduction of a new product with an omnichannel campaign

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).

Solution 

• 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 boost the penetration, the introduction was supported by a strong 1+1 promotion (handled by Category manager)
Chocolate category buyers

Targets

Chocolate category buyers