Campaign concept
Development of a joint concept pairing cheese and jam under the theme “Fruity Cheese Indulgence.”
Bar Promotion & POS Activation
Eye-catching at the counter and on the shelf
Cheese meets jam—a cross-category promotion that brings two worlds of indulgence together at the point of sale, turning inspiration into a tangible incentive to buy.
Background
How can cheese and jam become a duo that drives impulse purchases at the point of sale?
Cheese and fruity preserves complement each other perfectly in terms of flavor. In stores, however, the two categories are located far apart. That was precisely the challenge: not only to present the pairing in an appetizing way, but also to make the connection clear to shoppers, encourage purchases in both product sections, and create synergies. The campaign concept and point-of-sale materials are closely integrated to ensure recognition exactly where purchasing decisions are made.
From the jam aisle to the cheese counter
The POS activation goes beyond the point where the cheese is purchased. A shelf wobbler placed directly by the jam display draws attention to the promotion and directs shoppers to the free offer at the cheese counter. A supplementary sales sheet brings together the concept, mechanics, and promotional materials for sales teams and retailers, supporting in-store implementation.
Services
POS Activation
A countertop display as the central eye-catcher at the cheese counter, complemented by an attention-grabbing poster behind the counter.
Cross-Category Activation
Shelf wobblers in the jam aisle provide an additional touchpoint, making the pairing visible beyond the cheese counter and connecting both product categories.
Sales Material
Sales sheet presenting the promotion, its mechanics, and ordering options for sales teams and retailers.
Impressions
Result
A shared moment of enjoyment
Cheese and jam are not presented as two separate products, but as a natural pairing with a specific serving suggestion.
Multiple touchpoints, one message
Shelf wobblers, posters, and counter displays all build on the same campaign concept, guiding shoppers from the shelf to the cheese counter.
Purchase incentive right at the counter
The free gift turns the indulgence inspiration into an easy-to-understand promotion that offers shoppers immediate added value.
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