Cushelle Kv

Cushiony
Quiltiness
Cushelle

Supporting the Cushelle ‘you’ll love, or your money back' promotion to generate an uplift in sales and increase their brand awareness in Co-op stores.

The challenge

Essity wanted to support their Cushelle ‘you’ll love, or your money back' instore promotion to generate an uplift in sales and increase their brand awareness in Co-op stores.

Approach

Purchasing household and BPC products in a convenience store is often a distress or top up mission, so shoppers tend to purchase products with a great deal on offer.

This meant that we needed to get shoppers to pick Cushelle products over the competition, by leveraging the strong brand message within their ATL campaign.

The campaign ran across the shopper journey, combining impactful front-of-store channels with conversion driving fixture media, as well as securing visibility across the total store estate using till screens.

The execution

The creative execution at front of store made use of the Cushelle ATL assets, leveraging the recognisable branding to drive engagement with shoppers. At fixture, we utilised Co-op’s templates to interrupt the shopper journey, ensuring that this felt like an endorsement from Co-op, of the product in aisle to encourage conversion.

Co Op Cushelle

How did it translate?

0
million impressions
0
£ ROI on till screens
0
% sales uplift on pop ups and till screens

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