Summary
Kiwi brand Vogel’s had a unique problem—toaster anxiety syndrome. As every Kiwi knows, getting the perfect toast on your Vogel’s is an art form and one that causes stress up and down the nation daily. To address this, their creative agency, DDB, came up with a plan. But they needed a retail media partner who was prepared to push the boundaries and break convention.
The solution was ambitious, which of course meant that they had our attention. Could we elevate the humble act of toasting, and cure Kiwis of this debilitating syndrome?
By leveraging the full power of our retail media network and breaking convention to get to associated products, we created a seamless omni-shopping experience for the customers, which not only drove sales of Vogel’s but Living & Co. toasters too.
Kiwis are now toasting success every morning, and Vogel’s are toasting impressive sales uplifts!
Toast to Success
Finding the perfect setting for your Vogel’s is something that all Kiwis are very familiar with. Should it be once, twice, or three times? Is it a different setting each time or the same? What about when you’re not using your own toaster? So much uncertainty and anxiety!
DDB took and tested our Living & Co. toaster range to find the perfect setting for Vogel’s toast for each. How many times the bread should be toasted, which settings, and for how long. We then created stickers for each toaster model that gives the required information, and intercepted our logistics process to have them applied to the floor stock—enabling a customer to toast their Vogel’s perfectly, first and every time.
But we weren’t finished there. We brought Vogel’s out of the bread aisle not only onto toasters, but with aisle fins in the breakfast spreads section, eye-catching creative on our in-store screen network, physical POS in key locations, and in contextually relevant sections online at thewarehouse.co.nz.
And the results? Well, we sold a lot of Vogel’s to hungry Kiwis and sold more toasters at the same time too!
We’ll toast to that.
For the Goodman Fielder brand team, it was exciting to get Vogel’s out of the bread aisle and communicate our message in a new area of the store. The Vogel’s ‘Toast to Success’ campaign was a great combination of a strong creative idea that was perfectly executed instore by the category staff.
This kind of innovative use of retail media in partnership with creative and sales teams shows that clever experiential marketing in a retail store environment, can really deliver results as well as brand engagement.
We are very proud of the fact that we are collaborating with (Living & Co toasters) another company outside of grocery to bring this concept to life.
Vogel’s raises a toast to further success and brave experimentation in the retail media space.
– Frankie Coulter
Chief Marketing Officer, Goodman Fielder New Zealand
Numbers
It wasn’t just more Vogel’s that we sold!
