Kettle identified the World Cup as an opportunity to grow sales. As well as this they had just launched a new SKU: Jalapeno Chilli Salsa that harnessed the World Cup atmosphere.
We knew that customers wanted an experience during the World Cup. We also knew that competition is strong during key calendar events like this. Our teams took on the challenge by creating in-store theatre on behalf of Kettle that would drive incremental sales.
1,160 extra displays and 860 new lines were added. We also used our strong in-store relationships to get front of store displays to reach customers as soon as they walked through the door.
And it worked. Over 5 weeks we achieved a 16% increase in sales. Our teams beat their eight week targets in the first four weeks of the campaign. Timing and visibility were everything. If you were in a store at the time, there was no way you could have missed the Kettle displays.
Andy Verney from Kettle is the best person to tell you about the impact we made:
“Tactical Solutions team have done a fantastic job in creating theatre around the World Cup theme.
We have seen incredible displays in many stores using the Kettle® Chips pack colours to make St George Cross displays.
The scale of these has been particularly impressive, and clearly shows the strong relationship that the team has with store managers.
The Tactical team has also shown great creativity in working within store managers existing commitments to feature space on other categories, so the KETTLE Displays have been inter-woven with these”