Use Digital Signage to communicate with impact outside the category

Learn how the Consorzio del Prosciutto di Parma communicated with impact outside of its category with a great Digital Signage Category Video campaign.

The campaign was on air in W24 2021.

Objectives: 

• Build awareness around the Prosciutto
• Help clients identify the real PARMA logo
• Boost the sales of Parma ham during the summer period
• Associate Parma ham to melon
• Be present in the customer's journey outside of the cold meats category

Digital Screens Category "Fruit & Vegetables": 93 screens broadcasting a 6 sec. video campaign of Parma ham at the very heart of the Fruit & Vegetables Category.

Despite the fact that the Consorzio was not present at that same moment within its category, the Digital Signage Category Screens (placed in a cross-category) achieved great results:

• Reach of 117.1K Delhaize customers with loyalty card during the week of the activation (Total Reach of 630,201 contacts during the activation week) in the 93 POS selected.
• 49.27% new buyers of Parma ham during the week of the activation.
• Sales uplift: during the activation week, we sold 24% more Parma ham than the average sales of the 4 weeks before.

All Delhaize shoppers