Babylicious and Kiddylicious are a unique range of frozen baby and toddler foods, manufactured without pasteurisation, making the food the best alternative to home preparation. Shoppers were keen – but customers couldn’t find the product tucked away in the frozen aisle of supermarkets. CPM's field marketing a.i.r. division was asked to create a shopper activation campaign to address the challenge of low shopper awareness amongst supermarket shoppers.
This campaign successfully relocated a baby food product to the most appropriate store location to maximise sales.
It then used carefully-chosen brand ambassadors to harness prime opportunities to engage with the target audience, increasing in-store sales
We convinced Asda to trial putting freezers in the Baby aisle, so that the range could be stocked in the right part of the store. Our second challenge was to get stock selling through, and influence a roll-out. Our insight told us a clear fact - that mums listen to other mums.
So we recruited credible and inspirational ‘Yummy Mummies’ to promote the product in places where other mums are – always driving sales back in-store. Our three-channel approach enabled our mums to talk to other mums in their own communities, online and in-store at POP. Relevant mechanics were deployed in each channel to great success – our favourite being sampling and taste tests by mums and their children in the community sessions.
This innovative approach saw a band of mums chattering on the internet, hitting sales targets in stores and running over 100 community tasting sessions.