MMD and Emmi Caffé Latte boosted Emmi sales

Multi-channel - Emmi Caffé Latte

Context

The goals of this Long Term campaign that ran in 2021, were:

  • Create awareness for Emmi
  • Boost sales of the entire range (by increasing penetration and buying frequency)
  • Recruit new customers

Video

Watch the video with the case!

Solution

Development of a multi-channel campaign, including:

 

CRM

a mass insert in the newsletter My Delhaize

 

Instore

3 months of visibility in the category and out of the category in all banners (SM / AD / Shop&Go)

  • In the category: stopper, fridge door sticker
  • Out of the category: Radio, Digital signage, Wobbler (for example in the Coffee category with the aim to redirect people to the Fresh & Dairy category)

Online

5 weeks campaign with:

  • Push product for free collect/delivery
  • Sponsored product
  • Zigzagvertising

Results

This Omnichannel case worked on all aspects of the briefing, with as a consequence some nice results and a happy client!

 

"MMD used their insights and experience to create a great Emmi Caffe Latte campaign! I'm really thankful!"

De Bruyckere Roger

 

CRM

  • 512.200 people have read the My Delhaize newsletter with the information of Emmi

In store

  • 3 million buyers of the Category have been exposed to the campaign in SM&AD; 800.000 Shop&Go customers also saw the campaign
  • Average sales uplift on 3 months of +30% 
  • + 50% new buyers

Online

  • + 60% sales uplift during the campaign period
  • + 63% new buyers

 

Watch the video with the case!

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TARGETS

TARGETS

Buyers of the own and affinity categories - New buyers

Objectives

Conversion

Penetration

Brand awareness