Background

Philadelphia was predominantly used as a spread. Penetration and frequency were not growing. However, it was often a chef’s ingredient of choice so they wanted to grow the brand through encouraging use as an ingredient.

At the same time, meat, fish and poultry counters were a top 5 strategic priority for Tesco UK in 2010.

Insight

At the Meat, Fish and Poultry department Shoppers often have to wait to be served.

And when they are waiting, it’s also the only time, other than at the check-out, where the shopper will engage with the stores staff.

This represents a moment when they are in the right mindset to receive information that builds the equity of the store and the products it stocks.

Action

The launch of a new Philadelphia range that is perfect as ingredients.

They were displayed with recipe cards at the meat, fish and poultry counter.

Staff training tools were also delivered to build confidence in recommending the recipes.

Result

Penetration +4%

Carey, P. (2012). Building shopper loyalty through targeted i-store activation. Category Management & Shopper Marketing. London: IGD.

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