PepsiCo Australia & New Zealand (ANZ) has launched a Mexican Fiesta in independent supermarkets. To support this program, Creative Instore Solutions (CIS) designed an iconic point of purchase cart that invokes the culture of Mexico while showcasing the Doritos brand. The off location placement of the Doritos product in the fresh food aisle is designed to create an occasion around a big night i.e. in Nacho Night occasion for shoppers. It allows the rack to generate impulse sales with associated fresh food products such as avocados and tomatoes leveraging the Mexican fiesta theme whilst showcasing Doritos as the hero product.
The aim for the Doritos brand was to create an occasion in store, based on shopper insights around the impulse nature of snacks linking to social sharing occasions. This, when coupled with the popularity of Mexican cuisine, lead to the development of the Mexican Fiesta concept. The key for the display was to engage the shopper and create a true meal solution with all adjacency products within arm’s reach to increase the retailer’s basket size. The success of the Doritos Cart was emphasised winning GOLD at the recent POPAI ANZ Marketing at Retail Awards 2014 in the Short Run Category.
The key to this unit is to get shoppers to increase the frequency of their Doritos corn chip purchase by providing an additional purchase occasion for shoppers. Due to the high impulse nature of the snack category, the design concept for Mexican Fiesta was built around creating a destination in store that would interrupt the shopper journey and provide inspiration for them. The first step is for shoppers to see the display, then to stop and interact with recipe ideas including meal suggestions displayed on the stand, and then lead shoppers to multiple purchases by creating an ‘easy meal option’
The display was designed for maximum flexibility in both shopper communication, range of adjacency products and ticketing. This allowed for different price points to be reflected from the display and the ability to create a bundled price offer for the shopper. This was clearly aided by the in store display that inspired shoppers to create the taste of Mexico at home, stopping busy consumers in their tracks.
By commanding the attention of the shopper in the off premise fresh food aisle of the independent retailer, cutting through clutter based on the iconic food cart design and driving retailer fresh food uplift the cart design is a true point of purchase success story.
“CIS designed and manufactured the cart, and we are delighted with its success in engaging consumers and in helping to positively impact sales of Doritos as well as associated products like avocado and capsicums.”
said Deane Hubball, Creative Instore Solutions, Group CEO. “