Results
Kellanova
Electric Picnic
Kellanova - Electric Picnic
In-store Digital Screens, Adtower
SuperValu & Centra Stores
Support the awareness and association of the Kellanova snack brands with the Electric Picnic event whilst driving sales of the Pringles and Cheezit products from Centra and SuperValu store activations by enhancing the value proposition of winning tickets.
The Solution
In-store Digital Screens & Adtower
The Elevate media solution was Centra In-Store Digital Screens and SuperValu Adtower to support both awareness and sales objectives.
Both activations ran for three weeks, targeting 25 SuperValu Stores and 25 Centra Stores.
The Results
Digital Screens
Retail sales in target stores remained steady YoY. The average sales per store in target locations was better than in control stores, indicating a positive uplift of 17.9% in sales.
The campaign generated incremental revenue, resulting in an incremental ROAS of 5.6, based on target vs control group.
Most transactions occurred on Fridays and Saturdays, with peak hours between 5pm and 7pm.
Sales uplift
Incremental ROAS
The Results
Adtower Screens
The average sales per store for target locations was better compared control stores, indicating a positive uplift of 12.5% in sales. The campaign generated incremental revenue with 0.58 incremental ROAS.
The Pringles Electric Picnic ad was exposed to 869.2K shoppers, with the campaign having an attraction ratio of 46.2%, (11.3% above benchmark).
11% of the shoppers were new to brand. Comfortable Families (32.2%) and Stretched Families (23.8%) were the largest in-store customer groups.
Sales uplift
Incremental ROAS
New to Brand
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