Winning in convenience
PRINGLES CHANNEL COMMS STRATEGIC FRAMEWORK
Winning in convenience
PRINGLES CHANNEL COMMS STRATEGIC FRAMEWORK
Winning in convenience
PRINGLES CHANNEL COMMS STRATEGIC FRAMEWORK
True food revolutionaries, Pringles were about to launch a new campaign for their small can. But with snack brands constantly fighting over limited space in convenience and independents often a law unto themselves, the brand wanted to find a longer-term way to avoid wasted budgets and drive efficiency.
Rather than race to a single creative solution, we conducted a series of NAM interviews, retailer questionnaires, in-store walk-throughs and competitor activity reviews, and developed a strategic framework that the team could follow.
Covering channels, audiences, P2P, competitors and touchpoints, and full of actionable insights and pitfalls to avoid, it acts as the bedrock for all future quarterly activations and incentives, and has already resulted in an incentive program targeting wholesale, convenience retailers and impulse shoppers.
NAM interviews
Retailer questionnaires
Channel audits
New incentive programme
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