1. Carr’s Shopper Solution
16th April 2012

2. checklist
• Introduce the capabilities of neon
• Strategic solution
• Development of key visual and creative proposition
• Activation for selected retailers
• Amplification
• Realistic use of budget

3. • Neon Marcomms was born from top 10 BTL agency Dynamo Group now
Wax Communications
• Dynamo’s success was based on holding the Coca-Cola account for 17 years
– together we discovered (some say invented!) Shopper Marketing and the
rest as they say is history
• Other clients we’ve worked with include Muller, Heinz, Danone, Jameson,
Tesco, Sainsbury’s, Budweiser and even that 80’s icon Rubik’s cube
• We’re a small and nimble agency giving us the ability to focus totally on
client service, creative solutions and dedicated commitment to seamless
execution – but without the restrictions (and overheads to cover) of large
agencies
• We like what we do, and chose to work with brands who are equally as
passionate about marketing
introduction to neon

4. Barriers to overcome
• 37% of all shopping trips don’t even include a visit to the
savoury cracker aisle
• Carr’s is a functional product:
– At Christmas with cheese
– For older loyals
– Forgotten in the cupboard (and quickly stale)
• No ATL to attract younger consumers
• Range of price promotions reward existing users, not entice
new ones / new usage occasions

5. BUT…
• The product totally delivers - a REAPPRAISAL is required
• Top-able the perfect ‘carrier’ for anything, always
your favourite taste because you choose
what to top it off with!
• Snacks and melts: more special than a crisp, they really make
the moment for that first glass of rose in
the garden
• NPD: we assume will be just as delicious!

6. Consumer reappraisal
• Focus on the complete range to give consumers a solution to
any snacking moment:
– Existing consumers: offer exciting new ways to eat Carr’s
– New consumers: they eat crackers but think Carr’s aren’t a brand for
them (for their parents)
• Comms to show effortless entertaining, it’s about having
quality time with friends rather than formality and endless
hours of preparation
• The tone and language are quality but not stuffy – down to
earth, approachable, make it ownable by the TA

7. Strategy – 3 times, right times
• Intense short bursts – we want to hit the consumer 3 times in
2 weeks, they should see Carr’s ‘everywhere’
• Two bursts of activity:
– Summer : capture the entertaining essence of not just Summer but
summer in the UK in 2012
– Winter: Christmas is the traditional time for Carr’s with cheese but this
year we’ll be educating consumers on other ways to eat Carr’s –
increasing consumer of die hard loyalists and pulling through new
customers

8. Consumer journey is not always linear
WOM
TRIAL
IN
STORE
RETAILER
COMMS
ON LINE
OUTDOOR
RADIO TV
PRESS

9. Shopper audience
• 35+ Affluent (esp. females), social  cash rich / time poor
• Happy to spend on premium food brands to treat themselves
and friends in the home + prone to snack / graze / eat some
light meals
• Into ‘grown up’ home entertaining – not quite 5* but a long
way from the slab of beer and pizza they had in their 20s
• Interested in food, but may lack imagination 
open to MINIMUM effort for MAXIMUM
impression
• Currently they do not appreciate the full
potential of the Carr’s range, and tend towards
‘cheeseboard usage’
• Understand Carr’s stands for quality, but not the
reasons behind this

10. Strategic pillars
1) ATTRACT
Reappraisal of
brand through
quality comms
2) ACCEPT
Product proof
through trial
3) ACT
In-store visibility
and prompt to buy

11. Creative strategy
• First and foremost a creative translation of the product
benefits
SPECIAL
Quality execution of
comms, quality times
FLEXIBLE
Range of options –
how to use and when
DELICIOUS:
Powerful photography

12. Defining the territory
FOR ANY OCCASION ANYTIME ANYWHERE

13. Proposition 1 - Occasion

14. Product shot to illustrate the concept only. Photo shoot required.
lead visual

15. Some applications - OOH

16. On line
• Schedule needs planning to reach
audience at key times to trigger
shopper decision
• To include: quality press, lifestyle,
shopping, food (as well as retailer
websites)
• Ad to feature different Carr’s
occasions at appropriate time of
day
• Mid morning, lunch, at work,
early evening, weekend
entertaining and late night
• Also seasonal and topical
overlays: Barbeque, Festivals,
Jubilee

17. On line
• EG of animated ad sequence
• Social Media: Facebook App
• App designed to drive awareness
and Likes. Users pick from
toppings to create the Carr’s that
they fancy at that moment. This
is shared with friends.
• Josie Woodcock is Crazy for a
Carr’s with cream cheese,
smoked salmon, caviar and fresh
dill. Tell us how would you like
yours & WIN a trip to the place
that inspired your recipe

18. Guerrilla sampling
• Highly visible sampling at Paddington, Liverpool Street
and Waterloo targeting shoppers on their way to work
and again at the end of the day (where stores are)
• Bag containing sample + leaflet
• Purchase driver via coupon – which could include an
extra offer from a partner such as Boursin
• 000’s of people act as walking adverts for the brand as
they travel all over London during the day, and all over
the home counties in the evening
• Lower cost option: Target stores with heavy lunchtime
after work traffic EG Waitrose Westfield

19. Radio
Radio can take our message to a high proportion of the shoppers that we’re seeking to
target. There are two routes to consider:
1. Network drive time package across 245 radio stations nationally, targeting ABC1
women 35-54
4 x Thurs and Fri PM 30 sec spots, to inspire listeners to think of Carr’s as the
perfect snack / nibble for up and coming occasions
24% OF 5.2m potential audience should have 2 opportunities to hear the ad
2. Syndicate a radio promotion out to a smaller number of regional stations
Whilst the reach will be lower, it allows much more brand engagement and greater
exposure
We could run a CASTAWAY with Carr’s phone in competition to WIN a holiday to
your own desert island. What would you take with your packets of Carr’s biscuits?

20. Not part of the brief - thoughts
Packaging:
• Carr’s generally consumed at Christmas or at larger gatherings with cheese
• The occasions visual cues presented address the usage but the fundamental issue of
freshness after opening remains
• This brief can’t affect the packaging but 3 plastic wraps instead of 1 could make a difference
to consumption
Partners
• January/February activity to use up the various ‘pickles’ living in the fridge after Christmas –
neck collar on partner sauce, pickle, toppings brands. ZMOT – recipes on pack
Distribution
• Research shows that our target audience are often at the cinema
• Cinema is a perfect place for snacking of the NIBBLES or (or NPD?) – trial packs sold into
Cinema chain as part of a sampling campaign
• Travel is important for this TA also, airline sharing packs of NIBBLES sold with drinks (cf.
Pringles)

21. Proposition 2 - Anywhere

22. Proposition 2 – creative proposition
• Is a similar strategy, but where Route 1 focuses on Occasions, Route 2 is all about
locations
• Carr’s can be enjoyed anywhere – whatever the occasion
• This route is visually led, with a strong memorable (amusing) lead image
CASTAWAY
with Carr’s
• Lady in deck chair on a desert island, which is designed to look like a large biscuit
(see visual)
• Shoppers asked what Carr’s snacks they’d take with them…to WIN

24. Proposition 2 – creative proposition
• This route can be executed across sampling, radio, on line, social media
• It would also give strong theming to retailer competitions, where prizes could be
the retailer’s own holiday vouchers, or a specific holiday tailored to their customer
base
• It is a fun idea that communicates the brand benefits in a clear and memorable
way
• So for the retailer solutions that follow, mechanics could be built around Routes 1
or 2

25. retailer solutions

26. Tesco - options
• Clubcard statements and activity are well liked – but for this activity, the budget
wouldn’t allow for a strong enough cut through
– 48% share of on line shopping – a good solution to reaching a mass market for a lower
price
• In store is notoriously template based and difficult, with low compliance –
therefore visibility under brand control is more effective:
– RRP
– Sampling either in the car park or in store
– 6 sheets
– Ladder racks
• Price led promotions that include Tesco’s own products, own label and CC points
are well liked
• Other media liked: Magazine, trolley, basket but too expensive, floor media also
liked but not appropriate for Carr’s (too premium)

27. 6 sheet – special offer across
Tesco deli products with any
purchase of Carr’s

29. On line
SAVE £X on
selected Tesco
toppings when
you buy Carr’s
biscuits
Happy guests?
Carr’s nibbles in
a flash

30. Car park sampling: choose your
topping deli style.
WIN promo

31. Tesco – £177k investment
P7 £ P11 P12 £
On line Price promo and prize
draw – home page and
favourites
25k Party event
offer – home
page and
favourites
25k
6 sheets Deli offer 30k
Sampling Car park 35k In store 20k
Ladder rack Deli offer 10k Deli offer 10k
Barker Tear off – BBQ greats in
minutes
6k Festive feasts
in a flash
6k
Aisle fin Occasions / options 10k
SRP/RRP Mouthwatering nibbles perfect for any occasion
Attract
Accept
Act

32. Waitrose - options
• Brand led activity in Waitrose is virtually unheard of, but the
account is rich with our target audience so needs careful
consideration
• Promotions are generally blandly communicated via barkers
or Offers hot spots in store when several products are
grouped – we’d assume that a price offer would be part of the
package
• The key areas within Waitrose that we can influence is
a) The magazine
b) In store sampling, with our education leaflet and a prize promotion

33. Waitrose Magazine - advertorial

34. Waitrose Magazine – on line
WIN your own desert
island holiday

35. In store sampling
• 150 stores, 1 day per store
• Nibbles and toppable sampled with ‘Waitrose’ style topping – BUT NO
CHEESE
• Education leaflet
• Promotional leaflet – prize draw for Waitrose party hamper

36. Waitrose – £145k investment
P7 £ P11 P12 £
On line Price promo and prize
draw – home page and
favourites
10k Party event
offer – home
page and
favourites
10k
Magazine Alex Jones feature DPS 30k Voucher bundle £8k
Prize promotion Win desert island
holiday
15k
Sampling In store 30k In store 30k
Barker Price promotion 6k Price promotion 6k
Offers end Price promotion 10k Price promotion 10k
SRP/RRP Mouthwatering nibbles perfect for any occasion
Attract
Accept
Act

37. Sainsbury’s options
• Nectar points are a huge focus for Sainsbury’s – 50% of shoppers collect on line and in store
– Their business plan for growth includes dot com
• Their shopper message is often targeted to ‘foodies’ but their ‘Live Well for Less’ message
has changed the focus eg. Weekly shopping for £50 / Meal solutions for a fiver / Love your
left overs
• Roughly our target audience makes up 55% of their shoppers (includes existing Carr’s market
19%)
• JS run lots of in store events – eg. During our first burst of activity they may be warming up to
the Paralympics sponsorship, and they’d have just held a 3 day festival for the Queen’s
Diamond Jubilee
• POS in store is generally retailer template led but ladder racks, aisle fins (and at a push tear
off barkers)
• Car park sampling in JS is a great way for brands to give their customers an experience –
especially if it’s foodie related

38. Foodie targeted
sampling. Gain
Nectar points

39. On line
Double
Nectar
points

40. Ladder rack. Generic
promotional header will
feature in store offer eg. Buy
any 2 Carr’s products and
get x off at the deli counter

41. Aim for dual messages ie.
A tear off barker for Carr’s
Table Water and an
introductory price for
NIBBLES (and the NPD)

42. Aisle fins

43. JS – £115k investment
P7 £ P11 P12 £
On line Nectar points – home
page and favourites
10k Party event –
Nectar points
10k
Sampling Car Park 35k Voucher bundle £8k
Ladder rack Nectar points and
occasions
10k Nectar points
and occasions
10k
Barker Tear off TW, price
NIBBLES
6k Range offer 6k
Aisle fin Usage for foodies 10k Useage -
repertoire
10k
SRP/RRP Mouthwatering nibbles perfect for any occasion
Attract
Accept
Act

44. Head office sell-in
• Creating a picnic ‘set’ with trees,
blankets, food and drink in head
office atriums, canteens or foyers
would be the ideal
• HOWEVER as this isn’t a gold
activity the benefit may not stack
up
• To excite key buyers and make
them aware of the activity we’d
send them each a Carr’s sell in
pack – all wrapped in a Carr’s
picnic bag

45. Measuring success

46. Evaluation approach
• ROI not easy to measure as the effect of OTS varies on such a broad
range of factors depending on price offer, product, competitor
activity, other events (Euros) and the weather – also although the
effect is cumulative the figures can’t be totalled
• We would set up a model that plots current sales, seasonal uplifts
v’s last 3 years, this would set base figures and highlight any trends
/ anomalies
• For this we would need access to previous activity and sales figures
• Plot 2012 activity over this – include control stores
• Exit interviews – establish cut through and recognition
• Shop alongs – determine Typical shopper journeys and how media
within that affects their propensity to buy in store
• Capture ‘other factors’ eg. Weather, competitor activity, store
events, sporting events etc to lay down data for 2013 activity

47. Potential reach
OTS Cost
Tesco 4,846,666 177,000
Waitrose 6,214,000 145,000
Sainsbury’s 930,000 115,000
OOH – on line 350,000 20,000
Radio 5,200,000 30,000
Guerilla sampling 1,150,000 35,000
Generic
materials/photoshoot
30,000
HO Sell In kits x 3 accts 2,000
Fee 105,000
TOTAL 659,000
To fit within £500,000 budget remove 6 sheets, OOH Online, radio, guerilla sampling.
NB. Does not include voucher redemptions, offers insurance, retailer deals inc Nectar points
ROI to be
calculated based
on average
conversion to
purchase of non
buyers, calculated
from sales
breakdown by
retailer.

48. Next steps
• Get to know us better - meet the team
• Consumer focus groups
• Work on developing the brief together
• Confirm key dates and priorities
• Create an astounding campaign!

49. Neon Marcomms Ltd.
• All concepts and ideas ©neonmarcomms Ltd. 2012, until purchased
• Contact details: Neon Marcomms Ltd.
Shepherds Studios West
Rockley Road
London
W14 0EH
Tel: 020 7605 4595
www.neonmarcomms.com