K CIDER DISTRIBUTION VAN DRIVE

2015
Category
Case Study
About This Project

Objectives:

  • National activity to protect distribution in London Convenience heartland whilst driving into new areas and showing support for RTM Cash & Carry partners.
  • Launch & Trial NPD and new packaging formats.
  • Sell into targeted outlets covering Premier/Londis/NISA/Best-One & Indies

 

Method:

  • Branded Van Sales drive covering: London/Reading/Bristol/Birmingham/Liverpool/Manchester/Leeds/ Sheffield/Notting Hill Carnival
  • Volume & Repeat purchase incentive linked to local Cash & Carry: –Dhamecha/Booker/East End/Parfetts
  • POS included FSDU’s, Posters, Barkers, Pricing Cards/Flags/Wobblers

 

Results:

  • Over 5,000 cases (24 x 500 ml) sold
  • Strike Rate over 40%
  • c500 cases of NPD sold in 2 weeks
  • Sold 5 pallets of new format (330ml)
  • Substantially exceeded pervious activity volumes and gained strong distribution in new areas.
  • RTM partners very happy with support & volume
  • Significant presence in & outside retailers at Notting Hill Carnival
  • Managed to obtain local licensing information that eluded the client