Safeway’s Fun2Snack
Kids and moms alike are hungry for healthy snack ideas.
Challenge: Addressing a need for a customized in-store promotion that the client’s internal marketing department could not execute.
The goal was to come up with a children’s-based program that supported Safeway’s senior management’s focus on being an industry leader in the fight against childhood obesity, while educating moms about healthy snack choices at the point of purchase. One goal was to gain support from department suppliers, so we kicked things off with a vendor meeting to create industry buzz around the program. We created innovative point-of-sale signage. This program used multi-layered in-store POS elements, consumer takeaway piece-kid activity booklets, price point breaks, themed ads and website to highlight healthy choices for the consumer. In-store radio and electronic POS further distributed the “Grab-a-Tasty-Snack-Today” call to action. Keeping the healthy eating goal in mind, the program partnered with a leading national expert for nutritional content. The program website and takeaway piece each featured a “fruit-and-veggie tracker” Pac Man-style game for kids.
The goal was to come up with a children’s-based program that supported Safeway’s senior management’s focus on being an industry leader in the fight against childhood obesity, while educating moms about healthy snack choices at the point of purchase. One goal was to gain support from department suppliers, so we kicked things off with a vendor meeting to create industry buzz around the program. We created innovative point-of-sale signage. This program used multi-layered in-store POS elements, consumer takeaway piece-kid activity booklets, price point breaks, themed ads and website to highlight healthy choices for the consumer. In-store radio and electronic POS further distributed the “Grab-a-Tasty-Snack-Today” call to action. Keeping the healthy eating goal in mind, the program partnered with a leading national expert for nutritional content. The program website and takeaway piece each featured a “fruit-and-veggie tracker” Pac Man-style game for kids.
Results: Fun2Snack set the benchmark for in-store produce promotions at Safeway.
Over 800,000 consumer brochures were distributed across 1,500 stores. There was an estimated 180 million visual impressions of in-store POS during the 4-week period. Ten program partners saw an increase up to 800% in unit movement during the program over the month prior to the program, making Fun2Snack MORE than just fun. It was a huge success.
Over 800,000 consumer brochures were distributed across 1,500 stores. There was an estimated 180 million visual impressions of in-store POS during the 4-week period. Ten program partners saw an increase up to 800% in unit movement during the program over the month prior to the program, making Fun2Snack MORE than just fun. It was a huge success.
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