In the highly competitive convenience and wholesale channels, Kellogg’s breakfast and snacking solutions were suffering stagnant sales and low levels of the display and prominence that are critical to success.
We created ‘Display to Win’, an incentive-based trade scheme to drive display and sales in these two key channels.
Targeting store managers and staff, the activity was managed through a bespoke digital platform which offered category advice, planograms and cash prizes for best-in-class display. An in-built CRM system offered ongoing incentives and reasons to participate.
Print materials, direct mail and field sales teams were used to drive recruitment, as a result of which over 1,400 convenience retailers and wholesalers signed up to the programme.