Gourmayo Launch Activation
Reckitt Benckiser launched a new flavored mayonnaise line under the French’s flagship banner. This competitive category features three large players that dominant shelf space and retail activity. The introduction was planned for a west coast regional roll out.
Design a comprehensive retail activation plan targeting category users in key accounts by region. Incorporate learnings from west coast launch to optimize new product activation in the balance of the country. A compelling offer was necessary to gain strong retail support and generate high turns in this challenging category.
Teaser coupons and messaging in French’s Mustard FSI’s generated awareness and trial on the west coast. High impact platforms further supported the in-store activation of the offer including: in-store Shelftalk, Instant Coupon Machine, try me free tear pads, and in-store taste sampling demos in high volume doors. Competitive users were also targeted through Catalina loyalty card purchase data.
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