Whiskas Sampling Campaign

1
Whiskas Sampling Campaign

• Campaign Debrief
• 12th August 05 31st October 05

2
key findings

• Sales grew by 16 during campaign
• Peaks of uplift match sampling activity timings
• Average weekly sales increased by an additional
  5324 during the campaign
• Additional 15,974 gained through campaign

• Product Line performance
• Competitor comparison
• Category analysis
• Market Analysis
• Market Share
• Conclusions

3
definitions within the report

• Host United Cooperative Society and Midlands
  Cooperative Society
• Company Masterfoods
• Brand Whiskas
• Products Whiskas Pouch Maxi Packs 100g x 12
• Fisherman's Choice 753327
• Casserole 752754
• Favourites 088862
• Market Produce - 753246
• Timings refer to the following
• Before 11th August 2005 and earlier
• During 12th and 13th August 2005

4
activity overview
Space 96 store days in 48 stores across the
United and Midlands Estates over a 2 day
campaign period. Rate 2,070 Ex VAT for the
space Coupon Special offer of 50p off valid
for 12 weeks. Kit Promoting Whiskas in store
using a branded stand, leaflets, demo
product Briefing A full campaign brief was
delivered to the demonstrators and to United
Head Office for communication to the stores ahead
of the campaign.
5
Performance results
Activity The activity was a stand alone
promotional campaign located in the pet food
aisle of each store. The activity coincided
with a radio media campaign booked by Felix this
campaign ran before during and after the sampling
promotion and you can see from the results the
effect this had following your campaign. The
results strongly suggest that a promotional
campaign combined with radio would show
significant effects on market share within the
store group. Web Site No web site media was
produced to support this campaign. Radio No
radio media was broadcast to support this
campaign.
6
Performance Results
7
Performance Results

•   P08 P09 P10 P11 P12
• FELIX 43753.26 59154.35 40543.32 53023.27 62311.53
  
• WHISKAS 52949.84 87244.7 51915.49 47497.01 43621.4
  6
• MARKET 145433.44 225045.66 206311.1 200344.8 21036
  8

8
product line performance
significant uplifts in sales
Product Line performance
9
product line performance
significant uplifts in sales
Product Line performance
10
product line performance
Overview of sales for the whole period
Product Line performance
11
Next Steps
Recommendations Radio Ad driving customers to
experience the taste in selected stores across a
3 week promotional period. A 2 day tasting
campaign in the Top 100 stores in the final
week of the radio ad. Shelf edge barkers in
category plus cross category barkers through out
the three week period. Website Banner Ads and
Dairy Page with a ULR link to your
website Till TV campaign where possible
driving awareness Leaflet with a coupon in
store throughout the campaign and handed out by
the promotional staff. A dedicated branded
FSDU should be used and sited in the fresh food
area with promotional staff dressed in branded
t-shirts offering a tasting experience to all
customers. Please contact Rob Saunders Account
Manager for further information.