Italian supermarket chain Conad is celebrating after the success of a recent short term promotion featuring the colourful children’s collectable characters the ‘Goodness Gang’. During the period of the programme the average spend on fruit and vegetables increased by 14% and the item value went up by 11.7% compared with preceding weeks.
The Goodness Gang collectables comprised of five fun vegetable members and five fruit characters and the programme was highlighted throughout the participating stores with colourful and fun point of sale literature and materials.
The promotion mechanic involved shoppers collecting points on the purchase of fruit and vegetables which could then be redeemed to purchase any of the range of cuddly, plush characters.
In addition, Conad provided free board games for children, plus 10 page recipe booklets with all the Goodness Gang characters, which also served as colouring books to provide added in-store theatre and entertainment for shoppers.
The Goodness Gang was devised and developed by global sales promotion consultancy TCC, and David Ringer General Manager UK & Ireland for TCC explains the attraction: “This initiative was all about fun and the power of marketing to engage families and in particular children. We were asked by our partner Conad to devise a programme to highlight the product offering available, increase customer loyalty and encourage spend across these lines, whilst providing fun for shoppers. To address this we devised some great characters for shoppers to collect during the period of the promotion and we even introduced giant vegetable and fruit characters to walk up and down the aisles, in order to provide added theatre and to engage with customers of all ages.
“Fruit and vegetables have never been the easiest sell to children, or some adults for that matter. We believe The Goodness Gang provides the perfect way to attract attention, raise awareness of the fruit and vegetables on offer, drive purchases and encourage repeat business. Plus the gang members always managed to put a smile on the face of shoppers. Shopping should be a fun experience, as well as a domestic necessity and I don’t think many people could say they have ever had fun buying fruit and vegetables. The experience in Conad shows that the Goodness Gang is changing all that.
“Our experience from running a wide range of promotions across the globe, consistently demonstrates that investing in creative promotions in-store will not only bring in extra top line sales, but most importantly will improve customer loyalty and long-term retention, especially families,” adds Ringer.
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