Shopper Engagement – Chilled Foods Manufacturer

Client Description

Refrigerated Meats Manufacturer

Background

• Stale, dated area of the store.
• Section organized strictly by product & package type.
• The category had too much assortment and was being squeezed further as prepared foods were encroaching on the category space.

Objective

• TPG led a ‘shopping experience excellence’ foundation project with the manufacturer resulting in a completely new execution of the Refrigerated Meats section.

TPG Approach

• Research revealed that the shopper shops by meal occasion (Ie. breakfast, lunch, dinner) and that fueled the new arrangement.
• New shopper marketing execution at the point of sale was designed to drive ease of shopping and to reposition the category as a wider solution.
• A creative “cooler” program was developed to extend new display locations in strategic areas of the store.
• TPG also led interface projects with major retail customers.

Impact/Results

• 7.5% category growth after deployment of new in-store concept at key retailers.