To combat Hershey XL bars’ declining sales during the holidays at Ahold, we inspired shoppers with a new usage occasion for the packtype, putting a twist on a classic holiday craft.
Based on market basket data, we saw an opportunity for the packtype based on no-bake, gingerbread-style houses that were trending as family holiday crafts. To grow household penetration, our Made for the Holidays campaign strategically positioned Hershey’s and KitKat XL bars as easy house craft solutions during the early holiday season, and as a simple, last minute gift or stocking stuffers during the late season.
With custom imagery, a partner brand and omnichannel approach, we inspired our target audience out of store through popular lifestyle bloggers, a double-ad spread in Ahold’s Savory magazine and four square digital ads. In store, we reached our target along her path with a dedicated endcap and incremental placement of an XL bar display with double-sided header, to interrupt her outside of the seasonal aisle.
As a result, my client saw a 103% sell-thru of Hershey XL bars at Ahold, along with an increase in sales, 19.6% share and +21 BPS. Our digital ad campaign delivered 9.3M impressions; our influencer campaign reached 1.14M followers in the northeast, with promoted posts scoring an additional 790 impressions.
