5/26/2015

All Agency Day

May 14th

5/26/2015

Off Trade Activation

TESCO ACTIVATION SUMMARY• Launch April 1st – April 22nd ; National Spring Drinks promotion

• Full evaluation report for June CEO meeting

• Research by IPSOS, Kantar and data from Dunhummby

• Store audit carried out by Carlsberg

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TESCO MEDIA SUPPORT

Search Banner Design 1

Landing Page Banner

Campaign Page 7

Digital Display – Food Websites

Mobile Messaging

Social Posts

TESCO DIGITAL ACTIVATION

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Mobile – SMS / MMS messaging

• Push messaging at launch of campaign to drive rapid & relevant reach to our target audience who are in catchment to specific stores

• Run proximity messaging around Tesco stores

RESULTS:• Proximity: Delivered 100k messages; 616 clicks, CTR of 0.61% vs 0.50%

industry benchmark• Push: CTR of 0.75% vs 0.70% industry benchmark • Footfall research results in May

Xaxis – Mobile Display

RESULTS:• High level of impressions delivered @ 3.2m impressions > target • CTR on benchmark @ 0.35% = 11,881 clicks = industry benchmark

Paid Social Strategy:

• Drive awareness & reach of the Tesco promotion to our target audience

Facebook:

• Use Facebook reach & frequency tool to drive awareness of the promotion to a ‘guaranteed’ unique audience

• Results: CTR 1.45% vs 0.75% industry benchmark; CPC £0.25 vs £0.45 benchmark

Twitter

• Use postcode, @handle, interest & keyword targeting to drive awareness of the promotion

• Infographic performed very well with a huge engagement rate of 16%, showing many people clicked on the image to expand read about the different types of beer

• Run a combination of Promoted Tweets (with images) and Website Card Posts (Tesco.com)

• Results: 7.5% engagement rate vs 2% benchmark; CPE £0.13 vs £0.35 benchmark

TESCO PAID SOCIAL ACTIVATION

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84% OF ALL STORES VISITED HAS SOME OR ALL POS IN PLACE

• This is seen as successful for a Tesco promotion

• 73 Tesco stores visited

• 12 Stores not compliant

• All either not received or mangers refusal

• 84% have some POS in situ

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AISLE FINS, BUNTING & SHELF CAPPING DRIVING THE LOWEST COMPLIANCE

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IPSOS RESEARCH HEADLINES• Claimed dwell time in the beer aisle increased while the TABFT campaign was live in store

• 1 in 3 consumers would like to see beer matching recommendations in the food aisle (although this didn’t change significantly pre vs during the campaign but still an interesting insight

• Claimed purchase of ales higher while TABFT campaign was live in store; need to compare this with what the category data shows, as this is only based on what people claimed they purchased when interviewed

• Full research debrief 1 May; Research briefed by AB-In Bev & funded by TABFT 23

Implications

TABFT is a strategic campaign that is aimed at changing consumer behaviour. Overcoming these barriers requires a full scale programme that combines TV advertising and in-store activities.

Beer shoppers are very brand-loyal and are unlikely to look for brands outside of their consideration set, even when on promotions.

TABFT has struggled to generate sufficient impact on the shopper and cut through the volume of promotional activities in store.

In-store environment is very busy and therefore much less suited for any consumer education. The focus there should be on execution of the campaign specs with excellence

Implications

TABFT is a critical platform to stop the value erosion seen by the beer category. Many categories in FMCG are dominated by consumer behaviour being dictated by promotions; whilst consumers will remain to be value seeking (see earlier footage of choosing a wine) TABFT has the opportunity to create a change in the relationship between consumers and beers; and to move the conversation on from being solely focused on price promotion.

While the initial results reflect a low level of generated awareness, the foundation for the campaign is there – almost one-third of beer shoppers are interested to learn more about pairing beer and food. The limited feedback from those who are aware of TABFT is also fairly positive.

On-trade and off-trade provide different opportunities, and potentially allow a broader audience through consideration of lifestage*. Whilst there is still cross-over, on-trade provides a strong base of younger 18-24 pre-family consumers to engage with. Off-trade will likely tap into a different (and older) consumer base.

Implications

TABFT will benefit from a long-term outlook (5 years and beyond) and a sustained level of media investment. The combination of ATL and BTL communications is essentials to maximise the effectiveness of the overall campaign and leverage the educational element in store.

The BBA are in a strong position to provide vital support and neutral leadership for the industry to create category growth, and to work with retailers to provide a better consumer experience, consumers’ relationship with beer, and the broad range of brands available.

It is recommended to use the current results as a baseline for future measurements of the campaign effectiveness. This study should be repeated after TABFT has received a chance to be seen and experienced by more target consumers.

TESCO BBQ & THE OBSERVER PROMOTIONTesco

• Tesco launch a BBQ campaign in May for 1 month

• Request came from the events team to use TABFT @ no cost to us

• Shelf Talkers using our Beer Style tasting notes will be placed in store

• Food pairings will evolve to be more BBQ centric

The Observer

• Tesco were also asked by the Observer to approach us to partner them with their monthly Food And Drink supplement on “Outdoor Eating”.

• We’ve agreed and we’ll drive traffic to beerforthat.com but also call out #beermatch for their readers

• 2 page supplement fully branded There’s A Beer For That & Tesco

• 6 Outdoor recipes matched to beers sold by Tesco but chosen by us

• 1 Million readers nationally

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SAINSBURY`S ACTIVATION• Sainsburys contacted us directly having seen Tesco activation.

• David Cunningham & Neil Gannon met with BWS buying & category team April 23rd

• Positive meeting with a clear desire to get something online ASAP under TABFT.

• Louise and Neil met with them May 8th to further the Father’s Day idea and build out the TABFT page on Sainsburys.com

• Next Stages:

Natasha Marroni (BWS Category Mgr) to update the buyers and see if this is something we might be able to activate on in-line beer plinth.

Father’s Day beer and TABFT drive, mix and match for Father’s Day driven through digital has been confirmed and is being actioned.

Longer term TABFT page’s on the website speaking to all styles, food pairings, recipes and other rolling idea’s are also being developed.

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CONVENIENCE STORES SUMMER/AUTUMN 2015Co-Op

• Convenience is growing at 30% but beer & cider is flat over the last 5 years = HUGE opportunity.

• Beer is the most important category based on spend.

• Plan to focus on the shopper through TABFT education & inspiration.

• Co-Op want to trail some idea’s.

• Beer in the food aisle and food in the beer aisle.

Independents

• Working with Molson-Coors and Paul Chimma (Convenience retailer of the year) we plan to work with 50 independent stores this year.

• TABFT driving beer and food pairings, meal deals and also style education across the stores.

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THANK YOU