The Countdown Supermarket Supplier Partnership Awards recognise suppliers who have demonstrated category leadership and partner solutions through creative and insight-led executions. This year a new category was introduced - The Cartology Campaign of the Year Award.
This award recognises the deep partnership and collaboration between brands and Cartology, to deliver data-led campaigns that drive real customer impact in the moments that matter most.
The judges were looking for those campaigns that took a data-led, omnichannel approach to reach customers and drive effectiveness.
A huge congratulations to McCain for being awarded the Cartology Campaign of the year 2022.
The Pub Style Chips campaign by McCain truly put customers at the heart, with an omnichannel execution reaching shoppers across multiple touchpoints - in-store and online.
McCain set out to drive conversion to the McCain Pub Style range through new acquisitions and trade up of existing shoppers. This campaign brought the McCain master-brand to life, with a strong synergy across all media channels being activated.
McCain collaborated with Cartology to build a successful and meaningful campaign and select the best instore and online channels, leveraging customer insights into the freezer aisle to determine channel selection, ultimately revealing that shoppers don’t enjoy being in the freezer aisle, so the use of an in-aisle element but also traffic drivers like eDM and online channels were an important decision in driving the success of this campaign.
The digital mailer played an important role in educating the shopper on the range in the form of inspiring recipes that saw the pub style cheeseburger recipe drive an increase in sales of 86% and more than doubled the volume sold.
High-reach media channels such as floor decals, branded shop and homepage banners were also used to achieve campaign success.
The omnichannel campaign delivery is a reflection of innovation, collaboration and a strong relationship between the parties involved, which resulted in some fantastic results. Overall, the campaign delivered amazing results and 33% of shoppers were new to the Pub Style range, achieving the main campaign objective.
The success that the McCain campaign has seen, truly deems it worthy of the 2022 Cartology Campaign of the Year Award.
