Retail

On and offline activation  

Quaker Foods and Snacks wanted to co-merchandise breakfast and snack items to showcase their complete morning portfolio.

With key agency partners a strategic planning session was facilitated. An analyses of 1) industry and cultural trends around morning meals and rituals, 2) consumption patterns, and 3) POS data to understand how busy families purchase breakfast foods was conducted to gain an understanding of the shopper, market, competitive environment, and channel needs for the category.

Insight

Families can eat morning meals at a kitchen table, in a car, or on the walk to school. Morning consumption isn’t about breakfast in isolation and it doesn’t stop at 7.am. Families need options to accommodate changing routines.

Quaker was encouraged to break the industry convention about traditional breakfasts. 

Solution 

A program featuring total-morning solutions from multiple brands came to life in an integrated on and offline program across 38 different retail formats. A microsite was created along with a comprehensive digital strategy.

Results

This program exceeded sales goals of +5% to +6.9% vs. the prior year and was the largest contributor to Quaker 2012 sales growth. Over 790,000 shoppers engaged online.

My role:  Lead strategist managing research, data analyses, digital and retail strategy creation