Case Study
CASE STUDY
Starbucks
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Case Studies / Starbucks
Arla Foods main objectives were to increase brand awareness, and drive incremental sales with their premium-end Starbuck’s Double Shot Espresso, Café Latte, and Frappuccino drinks amongst Iceland shoppers.
In order to reach the Starbuck’s key target audience, The Iceland Supplier Optimisation Team used digital displays at the front of Iceland’s stores to influence customers, and passing footfall raise awareness of the purchase opportunity of the featured Starbuck’s SKUs.
Arla were delighted with a particularly high 9.95 x ROI. The campaign resulted drove +£69,700 incremental value sales in stores that participated with the use of their digital screens, when compared to other Iceland shops that did not take part in this campaign. The featured Starbuck’s SKUs grew the Milkshakes category from +38.3% in the base period, to +62.1% during the event period, which continued into the post-campaign period.
With this campaign, Arla were able to reach new consumers, drive sales, and significantly increase their share of category.
In order to reach the Starbuck’s key target audience, The Iceland Supplier Optimisation Team used digital displays at the front of Iceland’s stores to influence customers, and passing footfall raise awareness of the purchase opportunity of the featured Starbuck’s SKUs.
Arla were delighted with a particularly high 9.95 x ROI. The campaign resulted drove +£69,700 incremental value sales in stores that participated with the use of their digital screens, when compared to other Iceland shops that did not take part in this campaign. The featured Starbuck’s SKUs grew the Milkshakes category from +38.3% in the base period, to +62.1% during the event period, which continued into the post-campaign period.
With this campaign, Arla were able to reach new consumers, drive sales, and significantly increase their share of category.
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Business Development Manager | Kettle Foods
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National Account Manager | Burton's Biscuits
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Senior National Account Manager | Lindt
Senior National Account Manager | Lindt
"I've commissioned my first branded activity with Iceland/RMI following a strong and insightful pitch from RMI. I'm particularly keen to utilise the post-campaign detail they can provide to allow me to best understand the role and value that the activation and RMI can bring to my customer brand plans. Furthermore, I like the direct nature of the arrangements being separate to traditional trading discussions / contacts." Stefan S
Business Account Manager | KP Snacks
Business Account Manager | KP Snacks
"RMI provide us with branded media solutions that help achieve our shopper objectives of cutting-through the mass of instore messages, with impactful and inspirational creatives that engage our shoppers at the right point in their purchasing journey, with the added benefit of costs being negotiated separately to the standard commercial relationship." Phillip C
Shopper Marketing Manager | Mondelez International
Shopper Marketing Manager | Mondelez International
"RMI’s approach to providing solutions to our objectives is something we value very highly; we love the ability to negotiate separately from our day to day retailer relationships. Their close working relationship with customers provides a valuable insight which allows us to identify opportunities to drive sales effectively." Callum S
National Account Manager - Off Trade | Diageo
National Account Manager - Off Trade | Diageo
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CONTACT US
Iceland Supplier Optimisation Team
(provided by rmi)
7 Bell Yard
Strand
London
WC2A 2JR
(provided by rmi)
7 Bell Yard
Strand
London
WC2A 2JR
