Kellogg’s is turning its focus to growing distribution and sales for Pringles in the on-trade by launching a point-of-sale campaign using digital posters.
It is partnering digital poster specialist D-Media to run advertising in bars and pubs until the end of the year, tapping into the technology’s real-time 3G capabilities to run timely promotional offers.
It will feature Pringles’ 40g core flavours: Original, Sour Cream & Chive, and Salt & Vinegar. It follows a successful year focusing on off-trade promotions which helped to add £24million in sales for the snack brand.
Gareth Maguire, commercial director for snacks at Kellogg’s, said: “Pringles has gone from strength to strength since Kellogg’s acquired the brand in June 2012 because we’ve harnessed the brand’s broad consumer appeal.
“We’re looking to be present at occasions where consumers are having fun and socialising, so pubs are a natural fit.
“We know that when consumers are aware that Pringles are available in a pub or bar it converts to sales, hence why advertising on D-Media’s real-time 3G digital posters was an attractive proposition.
“The fact that D-Media can help drive distribution within its network of pubs and clubs, and track sales during campaign periods, means the activity is completely measurable providing clear data to use and plan future campaigns around.”
D-Media was launched earlier this year after successful trials and now has multiple screens in 122 top pubs and bars in London, Manchester and Liverpool. It also has contracts in place to supply its 19-inch HD digital posters to over 1,000 outlets and intends to be in at least 5,000 outlets by the end of 2016 delivering a weekly audience of over 4million people.
The digital posters are installed at no cost to the licensee who is then made aware of forthcoming campaigns to ensure they are fully stocked of a particular brand to capitalise on the sales opportunity.
The licensee receives 20% of all revenue generated by the digital posters, helping operators to unlock incremental profit for their venue.
Kevin Dougall, chief executive of D-Media, said: “After becoming an ‘accidental’ pub owner, I was very much aware of the amount of paper-based POS I received so appreciate how hard it is for brands to get cut-through in the on-trade.
“I realised there had to be a better solution to executing branding and promotions in outlet which could deliver a measured return on investment to brands.
“Our trials to date indicate that D-Media’s digital posters can increase a brand’s market share by up to 60% and we are confident that we can deliver results for Pringles.”