I-D Foods
Client
I-D Foods
Industry
Retail / Jam
Know-how
Shopper marketing
Challenge
What you should know
Darbo is an Austrian brand known for the quality of its products, but it was having a difficult time breaking into the Canadian market, where its awareness and penetration were limited. And yet, as a producer of high-quality jams, Darbo had strong growth potential in the market.
The main objectives were to increase in-store visibility, highlight the product’s quality and, above all, engage with customers through a commercial initiative.
Solution
What we did
Bob developed an in-store activation in partnership with IGA Extra supermarkets in Quebec. The operation took place over four weeks in December 2023.
At the heart of the campaign, we planned a contest to strengthen consumer engagement with a purchase incentive to drive conversion. By entering the contest, participants got the chance to win $1,000 in groceries and received $1 off the purchase of a Darbo product on voila.ca. A tantalizing opportunity in times of inflation!
To give both Darbo and the contest strong visibility at points of sale, we developed an attractive visual in line with the brand’s style. Rolled out in the form of shelf blades and danglers, this visual was strategically displayed at 134 IGA Extra grocery stores in two key sections: jam and sliced bread.
Result
What we accomplished
Sales increased by 44% during the period* and 10.7M impressions were measured at the 134 activated stores. A delicious achievement for a tasty activation!
* throughout Quebec
