2023 Gold Unaddressed Print and Door Drops

Agency: ZEAL Creative

Client: Pringles UK

Entry Title: Pringles - Targeted Door Drop Campaign

Executive Summary

The UK Government’s HFSS legislation left Pringles facing a challenge. It sought alternative ways to get on the shopping lists.

Strategy

The strategy combined data-driven audience segmentation, store selection based on sales performance and couponing in order to drive purchase consideration outside of the store environment.

Pringles’ door-drop campaign strategically targeted two key segments: existing buyers, identified through Kantar data, and the brand’s target audience, identified through CSS data.

To pinpoint distribution locations, the team selected Sainsbury’s and Tesco stores, based on a review of six months of sales data, selecting stores that offered a solid sales baseline and growth potential. It analysed nearby postcodes that over-indexed with MOSAIC types closely matching both the demographics and psychographics of the target audience.

Pringles aimed to drive purchase consideration pre-shop in order to minimise any negative impact on the brand from HFSS. Given that Pringles is a premium product in its category, it aimed to incentivise shoppers to purchase by incorporating a 50p coupon within the door-drop.

Creativity

Knowing that door-drops are typically delivered among other media, Pringles needed to ensure the design was impactful.

The creative approach leveraged the iconic can shape to create an A4 die-cut booklet in the shape of a Pringles can. Knowing Original is the most popular flavour, the team adopted the Original can artwork for both the front and back of the door-drop design.

Instead of communicating the coupon value on the front, it instead stated ‘MONEY OFF INSIDE’ to drive intrigue and encourage recipients to open the door-drop.

The inside pages showcased the wider range of Pringles flavours available to shoppers, while aligning with above-the-line ‘Mind Popping’ executions also live.

Results

For Judges eyes only

The Team

ZEAL Creative: Alexandra Woolley, Account Director - Alex Warrilow, Senior Account Executive

Pringles UK: Rebecca Worthington, Salty Snacks Marketing Lead

Return on Data: Richard Organ, Managing Director

The Letterbox Consultancy: Neal Dodd, Managing Director

Contributors

The Letterbox Consultancy and Return on Data