McCains Case Study
McCains and Cartology created an omnichannel, insight-led, marketing solution, spanning multiple media channels across the entire customer journey.
Sales Uplift
New-to-product customers
Volume uplift
Background & Objectives
McCain wanted to drive conversion to the McCain Pub Style range through both the acquisition of new shoppers and to trade-up existing McCain potato shoppers. This campaign brought the Mccain masterbrand advertising to life so it was important to ensure that the chosen retail media channels had strong synergy with the rest of the traditional media channels that were also being activated.
Cartology solution
We know shoppers don’t enjoy being in the freezer aisle, so it was important we not only used an in-aisle element but also traffic drivers which meant the use of the eDM and online elements were a critical part of this campaign.
An increasing proportion of shoppers are researching online and then buying in-store, this meant that online media was a particularly important part of this campaign. Using the digital mailer, the aim was to drive education on additional usage occasions for the Pub Style range. The pub style cheeseburger recipe in the mailer drove a sales increase of 86%, with volume more than doubling! (127%). High reach media channels such as floor decals, branded shop and homepage banners were also used to ensure awareness and consideration metrics were achieved.
“Our campaign with Cartology achieved strong results for the McCain Pub Style range. 33% of shoppers during the campaign were new to Pub Style, thereby achieving our main objective of acquiring new customers to the range.
We are looking forward to implementing other bigger and more successful campaigns with Countdown and Cartology in the future. The media Cartology NZ offers forms an important part of our communication strategy in NZ, and we hope to continue to optimise our campaigns to ensure ongoing success and maintain momentum built with the Countdown shopper”
