Salty Snacks Campaign

2019

LIFT Prompts Stock-Up Salty Snacks Purchase

Campaign Background

A leading snacks manufacturer, in partnership with PRN’s LIFT Network, ran an eight-week campaign at 7-Eleven Horizon stores designed to:

  • Advertise and amplify a 2-for $5 trade offer valid on large-size bags of two chip brands
  • Encourage large pack stock-up within a class of trade typically known for single-serve sales

Campaign Results

  • Sales of the promoted products climbed by 15% while the LIFT campaign was running, and then declined 28% after the campaign ended
  • 11% of total sales of the promoted products were driven by LIFT during the campaign
  • One in six shoppers, when prompted by LIFT, opted to add a second large bag of chips to their order – the type of stock-up purchase typically only found in grocery and mass channels

%

Campaign Weekly Unit Sales Increase vs. Pre-Campaign

%

Campaign Weekly Unit Sales Decrease After Campaign End

Incremental Campaign Weekly Unit Sales

%

Brand Unit Sales Driven by LIFT During Campaign

%

Average Campaign Conversion Rate

Source: LIFT POS Retailer Data 2018, Campaign Dates: 11/7 – 1/1/19 (Pre Sales: WE 9.29 – 11.10, Post Sales: 1.5 – 2.2, Campaign Sales: 11.17 – 12.29). Key KPI: Weekly Sales: Average weekly units sold.

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