Sanitarium Back to School
Back to school is a key focus period for retailers through out the year with high competition for floorspace in store. We were tasked to drive volume across Weet-Bix, So Good and Up&Go and provide a toolkit which the field team could use to activate during the back to school period and remind the MGB to stock up on school day essentials.
Strategy, Creative, Social, Activation
Shoppers shop with an occasion based mentality, they don’t go into store necessarily with a specific brand in mind. Most MGB’s are time poor and seek convenience when in store so they can get in and out quickly.
Traditionally Sanitarium invested in the back to school period for each individual brand, Weet-Bix, So Good and Up&Go. We identified the opportunity to achieve cost savings by developing an overarching Back to School campaign that could work across all 3 brands and highlight the 3 different occasions relevant to the back to school shoppers, at home, on the go and snacking. We developed a range of creative assets which armed the field force to create large format theatrical displays in discretional off location space in store. It was a one stop shop for the time poor MGB to stock up on all her back to school needs.