Nestlé & ZEAL Give Sainsbury’s Shoppers a Quality Christmas Experience

Following on from the success of last year’s free personalisation service in selected Sainsbury’s stores, Nestlé yet again tasked ZEAL with giving shoppers a Quality Street brand experience to remember.

With an average of 90% of Quality Street sales achieved over the Christmas season, securing sales during this period is crucial for the brand, with a continual aim of growing sales YOY and securing the accolade of being the number one sharing tub brand during the festive season.

With the majority of retailers stocking Quality Street tins at the front of store, alongside their competition, with minimal merchandising and at the same price point, we were challenged by Nestlé to provide them with an experiential concept that would put Quality Street at the top of everyone’s Christmas list.

To build on the success of last year’s activity we proposed having a dual sighted activation or 2019, to increase brand awareness at Sainsbury’s stores.

Therefore, as Christmas quickly approaches, Quality Street are offering shoppers the chance to get their hands on a free personalised tin lid. By visiting a participating Sainsbury’s store shoppers can submit their chosen personalisation request and let our team make the magic happen whilst they continue shopping, ensuring they purchase a 1kg Quality Street tin.

In just a few minutes the laser printing is complete and when leaving the store, shoppers can visit our new Quality Street branded van in the car park outside of stores to collect their tin lid and take home to enjoy, or gift to that special someone.

As the confectionery twist-wrap sub-category continues to increase, competition within the market has also increased therefore, this year’s activity aims to cut through the noise of competitor brands and products.

Christmas is a time where retailers and brands alike communicate an abundance of messages to shoppers, making it hard to stand out from the crowd. By providing customers with a unique in store experience and an exclusive offering we can ensure that Quality Street stands out from the crowd and secures sales during the Christmas period.

Last year we created a bespoke in store stand to help our fantastic event team have a bold presence at the front of store however, this year’s activity is bigger and better than ever.

Not only is there a colourfully designed stand in store but there is also a fully branded Quality Street van touring the country to ensure the brand’s unique activity gains maximum awareness!

Thorough exploration of last year’s user journey and learnings, as well as a need to enhance the activity year-on-year led us to recommend having a dual sighted activity. This has enabled us to ensure a prompt set-up and de-rig process, whilst also allowing us to increase awareness and engagement of the brand by having a presence both in stores and outside in the store car parks.

Lexy Woolley, Account Manager at ZEAL, has managed the project end-to-end for the second year in a row and has loved seeing it come to life:

“This is a really exciting campaign and takes months of careful planning. Working closely with our suppliers, Sainsbury’s media agency and Nestlé we’ve managed to make this year’s activity even more exciting! The feedback we’ve been getting from Nestlé, Sainsbury’s and the shoppers themselves has been overwhelmingly positive, whilst the staff working on the event have loved the interaction they’ve had with shoppers and the feel good, festive nature of the campaign. Hopefully this will be another award winning year for the Quality Street Christmas campaign!”


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