- The ‘Grab Summer by the Snacks’ campaign has launched to help retailers drive sales during the summer months across the Sensations, Doritos and Max Strong ranges
- The campaign includes a promotion with 7UP Free and PepsiMax, to give shoppers the perfect summer combination of a drink and snack
- The summer season presents a fantastic sales opportunity, with occasional buyers entering the savoury snacks category and spending twice as much[1]
Walkers Sensations, Doritos and Max Strong are teaming up in a new campaign designed to drive impulsive summer sales under the cheeky new strapline; ‘Grab Summer by the Snacks’. The popular snacks brands are joined by 7up Free and Pepsi MAX in the promotion which is live from now until 27th July 2019.
“Summer is a time when occasional buyers enter the savoury snacks category[1], with every one degree increase in temperature, we see a 4% uplift in salty snacks sales[2]. This increased impulsivity is driven by the fact that, if you take into account bad weather, time you are asleep, at work, commuting or doing life admin, us Brits are left with just 82 hours[3] to ‘Grab Summer by the Snacks’,” explains Tegan Philp-Hines, Senior Brand Manager.
The campaign uses a fun and flexible messaging system which targets consumers based on their location helping drive further sales and will be upweighted when warm weather is at its peak. When near a park, the ad will show “The Park Called. Bring Snacks” and, those at the airport will be see ads showing “Fly. Snack. Share. Repeat”. The in-store POS and stackers created to support the campaign have interchangeable headers meaning sales teams can deliver relevant messaging based on the store location – whether that’s BBQ moments, the beach or the park.
The activity covers a range of pack sizes and taps into every occasion from lunch time snacking to a picnic in the park with friends through to a big night in. It is supported by a demand generating consumer marketing campaign placing more focus on high footfall areas such as; parks, beaches and campsites.
[1] Kantar 4we 02/12/18
[2] Nielsen Scantrack | Salty Snacks. Correlation based on 2017 weekly data. Wk 18 to 36 Sales per degree Celsius based on 2017 data
[3] Meteorological data from the Metoffice (national averages from the last 5 years; 2013-2018) overlaid with our own lifestyle survey given to a panel
Comments are closed.