We supported the integration of the Nestlé PURINA Pro Plan dog food brand into the product range of retail partner Fressnapf with a multistage communication concept. In addition to coming up with conceptual and promotional measures for the stocking of the brand at central level, further steps had to be taken to promote it among the individual franchisees and thus secure actual orders in the individual stores and ultimately generate sales by means of targeted POS promotional measures.
We familiarised the individual franchisees and their sales staff with the brand and motivated them to get sales off to a successful start at various regional conferences and training courses. Compelling sales material, a sample shelf set up at the events and the specially developed product finder app, which was given to top decision-makers on a smartphone as an incentive, helped in this regard. As a highlight, we showcased ProPlan at Fressnapf’s in-house “Experience” trade fair, thereby creating a lasting impression.
For the Fressnapf launch we supported sales of Pro Plan with an extensive voucher campaign. Shoppers were able to get a voucher for a free sample pack online, OOH or via classic advertisements. Besides the classic retail shelf, temporary secondary placements featuring selected focus products and promotion displays forming part of an attractive giveaway promotion guaranteed the necessary frequency at the POS.