Fakeaways
Cartology New Zealand teamed up with client partners with a complete omnichannel solution utilising pre-shop, front of store and at shelf across both digital and in-store.
Sales uplift (Week 1 participating products)
Sales uplift (Week 2 participating products)
New-to-brand customers
Background & Objectives
Cartology New Zealand teamed up with client partners who had an appetite to provide meal solutions to the 66% of kiwi’s that don’t know what they are having for dinner tonight and are seeking affordable, complete meal solutions that won’t break the bank. Furthermore, this campaign tackled the challenge of creating a better shopping environment in the supermarket frozen aisle all while putting frozen on the map for fresh, healthy and enjoyable meal solutions. The Fakeaways campaign did exactly that!
The objectives for this campaign spanned across attracting new customers while growing existing customers, providing shoppers with clear solutions for dinner options and overcoming salience and navigation barriers within the frozen category.
Cartology solution
Given we know many kiwi’s don’t know what they are having for dinner tonight, Fakeaways was developed into a category campaign with a focus on participating products in impactful lifestyle photography showcasing restaurant quality serving suggestions across various media assets to inspire the 66% of customers who are shopping for elements of their meals on the day.
A strong ‘pre-shop’ strategy that utilised relevant external digital sites as well as social media and the Letterbox Broadsheet was important to ensure Fakeaways was seen before shoppers started their shopping journey.
Because the in-store frozen department is positioned at the end of most peoples shopping journey due to store layout, it was crucial to have a strong ‘Front of Store’ component. Targeted eDMs, front of store digital screens and online homepage banners, intercepted existing shoppers at the beginning of their shopping journey - making frozen and chilled for today/tonight a consideration.
As customers moved through the store (both physical and online) they could see and hear the campaign via instore radio, online department and search tiles, and floor media. Different search terms encouraged incremental exposure across the category.
We know customers don’t enjoy shopping in the frozen aisle so It was important to utilise in-store theatre. Large floor graphics brought fakeaways to life while navigator floor beacons and freezer decals helped to highlight the participating products to clearly guide customers at shelf and at eye level.
