2016 Bronze Retail

Agency Arc

Client Molson Coors

Campaign summary Convenience stores made more convenient

Campaign overview

Grocery shopping has changed. Rather than the big weekly shop, people buy their groceries little and often, usually on the way home from work. Convenience stores are growing due to this, yet beer and cider sales have remained flat. Molson Coors asked Arc to find a way to help bolster beer and cider sales in this category.

Strategy

The ‘60 Second Shop’, built on three pillars.

The first is ‘ease of shop’, to help store owners advise shoppers on how to find what they need so they don’t leave empty handed.

The second pillar is ‘value for money’. Tactics like price marked packs and promotions make shoppers think they’re getting good value, making them likely to return.

The third pillar is ‘occasions’, helping give shoppers ideas on what to buy for dinner to increasing their basket spend.

By focusing on these three pillars and putting shopper needs first through communication, retailers dramatically improved store environments, gained the subsequent benefits of this and drove sales of beer and cider by making it easier for shoppers to find these products.

Creativity

The goal was to make ‘convenience more convenient’ for both retailers and shoppers.

And the creative had to be simple yet impactful. Quick, 60 second videos and easily digestible emails and website content on how retailers could make the most of the increased traffic to their stores, made it easy to understand how a few simple changes could make a big difference to their shoppers, and in turn, their sales.

Using the age-old insight that the most effective communication channel is personal recommendation, testimonial videos brought to life campaign work with real retailers to bring endorsements to the wider community.

Content focused on simple practical tips, providing striking merchandising solutions, and creative used bold imagery to stimulate purchase around ‘occasions’.

It was made easy for retailers and consumers to get involved and build lasting relationships with each other, rather than short-term distribution gains.

Results

Communicating ideas and how to implement them in 60 seconds caught the attention of an audience previously difficult to engage due to time constraints.

And many of them have reaped the benefits, with sales increases of between 10% and 50% within certain categories in their stores.

On top of this people were encouraged to share their tips with other retailers via testimonials videos, something that in the past would have been highly unlikely due to people’s reluctance to share secrets.

This is testament to the power of the campaign. In a world where the multiple grocery sector takes the lion share of the market, the convenience sector now has a programme to rally around and connect to their consumers through.

Team

Garry Munns (Creative Director) • James Long (Art Director) • Paul Faulds (Copywriter) • Rory Neighbour (Design Director) • Ben Barton (Client Service Director) • Ben Felton (Planning Director)

Contributors

Fastweb Media (Website Build)