Consumer Centric
(Sadia)
Context:
Selling ham is nothing new for Sadia. But we realized that the consumers could no longer notice the differences between the main competitors in the category. More than that: in a time of crisis, the choice was always for the cheapest ham. Let's face it: it does makes sense, right?
Challenge:
That is why we had to talk to this consumer before they arrived at point of sale and show them that the price did not have to be the main factor when purchasing. We researched a lot and let’s say we had a tasty discovery: the cheese would make our ham sell more. Why? Because Brazilians do not eat only the ham.
Solution:
We created a simple promotion that had an even simpler message: “buy 250 grams of ham and get a storage container for cold cuts to keep your cheese snack even more delicious.” That was how we produced a campaign without TV support in the first time in Sadia’s history. Our communication strategy brought together the digital team with the sales team, and in a communion of interests, we were able to attract more consumers to the points of sale. And, thus, we also brought more ham (and cheese) to the consumers’ homes.
More than thinking about the forma, we actually pay attention to the people. It’s all about that, right? ☺
Here are the results:
- Almost 8 thousand coupons generated at the POS
- 43% coupon conversion rate
- More than 4 thousand visits to the point of sale through the geo-localization strategy
- We reduced the sales of our main competitor in the period
- Several points of sale that had stopped buying Sadia products started buying again
- In terms of business, we grew a few tons in sell-in, increasing the volume and revenues of the regional (only with the action in Campinas) that was in decline. This way, we created an activation platform that is always activated when we have product challenges that have no campaign, and which no longer depend on TV alone to boost sales.