MMD and Emmi Caffé Latte boosted Emmi sales

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

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

targets

Buyers of the own and affinity categories - New buyers

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