Campaign Objective

Influence in-store cross departmental visitation and sales of advertised products.

Media and Creative Strategy

Media Strategy
PRN created two custom unbranded campaigns across the attract and interactive privacy screens – one for breakfast products and the other for yogurt.

Creative Strategy

  • Highlight health benefits of breakfast products and yogurt
  • Establish the convenience—these breakfast products are a hassle-free way to start your day!
  • Deliver a strong, immediate call to action

The campaign played in ~750 Albertsons stores from 12/8/2014 through 1/14/2015.

Research Approach

The Nielsen Company conducted an online survey to measure the campaign’s impact on pharmacy shoppers. The online survey was conducted from 1/5/2015 to 1/16/2015.

Results came from a sample of ~400 respondents meeting the following qualifications

  • Adults 18+
  • Visited the Albertsons Pharmacy in the past 4 weeks

Test and control groups were based on those who were exposed to the ad and those who were not, respectively.

Results

The campaign influenced shoppers to visit the advertised departments and purchase the products featured.

Increased Aisle Visitation

Cereal Aisle graph Dairy Aisle graph
Increased Purchases of Advertised Products

Yogurt graph Breakfast Cereal graph Oatmeal graph

1Cross Departmental Shopping study, The Nielsen Company, 2015

 

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