Friday, 07 November 2008 13:17
Scottish and Newcastle (S&N) have held its annual consumer brand experience for the off-trade, attracting over half a million shoppers.
‘The Biggest Round', exceeding targets and helping to drive the growth of the premium cider category.
This year's nationwide campaign, ‘The Biggest Round', ran in selected grocery stores over 13 weeks throughout the summer months focusing on four S&N UK premium cider brands; Bulmers Original, Bulmers Pear, Jacques Fruits of the Forest and Jacques Orchard Fruits.
A total of 517,838 shoppers trialled the products at sampling points in flagship Asda, Tesco, Sainsbury's, Morrisons and Somerfield stores. Jacques Fruits of the Forest proved the most popular, followed by Bulmers Pear, which also received the highest sales uplift in the participating stores during the campaign.
The results also reveal that ‘The Biggest Round' sampling stores sold, on average, seven times more of the featured products than control stores.
Total product coupon redemptions from the campaign reached 30% compared to lower industry standards while one retailer reported a coupon redemption rate of nearly 40%.
During ‘The Biggest Round', consumers were encouraged to engage with new S&N UK brands by discussing their usual choice of drink and taste preferences with a brand specialist at in-store sampling points. A suitable premium cider brand was then offered to encourage consumers to try new products within the range.
S&N UK head of customer marketing (off-trade) and category marketing, Shaun Heyes, said: "This year's campaign exceeded our targets for both trial and redemption providing a fantastic platform to profile our premium cider brands and introduce new drinkers to the category. It strengthened our relationship with participating retailers, who were able to benefit from the activity through an increase in sales of the products on trial.
"The Biggest Round gives us the opportunity to engage with consumers on a personal level and the results show that this type of innovative experiential activity works extremely well."