Yum Yum Yum. The girls in the office were very excited when this project landed in front of them.
Wow, quite a headline if you are a media buyer or a brand planner! Makes you think doesn’t it?
In truth we’re not comparing like with like here but in the context of choosing the right marketing mix, why don’t more brands – especially personal care, homecare and food & beverage – spend far more of their budget on fragrance activation in store? It’s a damn good question.
The McCain Foods Happy Days campaign began at the beginning of September 2013.
As part of the campaign The Aroma Company were challenged, by McCain’s promotional agency Blue Chip Marketing, to present the aroma of McCain’s ready baked frozen jacket potatoes within supermarket frozen food aisles in an engaging and interesting way.
In a first for Poparoma and frozen foods, The Aroma Company’s branded barkers were affixed to the glass refrigerator doors. Consumers push the Poparoma button to release a waft of the jacket potato aroma.
Installed in 300 Tesco branches and over 400 Asda, the Poparoma barkers enabled consumers to engage with a frozen food product in a new, interactive and innovative way.
The sense of smell is intimately linked to taste. Remember the last time you had a blocked nose and your food tasted bland and uninteresting? According to Dr Alan Hirsch of the Taste Treatment and Research Foundation in Chicago, 90% of what is perceived as taste is actually smell. By incorporating aroma into the instore promotion, McCain’s have a fabulous solution to disrupt shopping behaviour and encourage purchase of their ready baked jackets.
Mark Hodge, McCain Foods head of brand, said: “McCain will be unmissable over the next 12 months. It’s a big year for the brand and we have big plans to grow the brand and the category by changing the way we talk to the consumer”.
The scented units are a “first for the frozen aisle” and will create “added excitement around frozen food, drive footfall and encourage more consumers”.
“As a result, we’re expecting to significantly grow the brand and the frozen potato category. We have never placed so much support behind our brand and we wouldn’t be doing that if we weren’t confident that we were going to be able to have a major impact.”
Myrtle Doyle, Group Account Director at Blue Chip Marketing, continues: “We are really excited about this activity for McCain. Here at Blue Chip, we always try to push the boundaries of accepted shopper marketing practice and it’s great to see ideas like this come to life”.
Val Lord, Managing Director of The Aroma Company said; “Poparoma is the perfect solution for a freezer aisle promotion. Interactive and compact, Poparoma allows the product’s aroma to be sampled in a convenient way for both the consumer and the supermarket. We have enjoyed meeting Blue Chip’s challenge and would encourage more frozen food products to follow McCain’s example, and engage consumers through the sense of smell”.
Interested in learning more about how Poparoma can be used to create interest instore for your brands? Give us a call on +44 (0)1491 835510
While photos, videos and sounds all evoke memories of fabulous holidays, smell a distinctive aroma from that trip and you are immediately transported to that faraway place, due to the emotional connection that smell creates within our brains.
For the centrepiece of the Scents of Adventure initiative, Kuoni have commissioned a large antique-style map from illustrator Emma Ahlqvest.
This unique map incorporates the scent of 10 worldwide Kuoni destinations, through the use of The Aroma Company’s interactive sampling technology – Poparoma. When pushed, Poparoma releases a different puff of scent that represents each destination. Each aroma has been developed by The Aroma Company in partnership with DigitasLBi . Destinations being brought to life include the USA, Australia and Brazil.
Appearing at the Kuoni store at Bluewater shopping centre in Kent on Friday 25th October (L109B Lower Guild Hall, Bluewater, DA9 9SN), visitors to the Kuoni store will be invited to guess what each of the destination fragrances are, for the chance to win a holiday for two in the Maldives.
Hayley Potts Manager of Kuoni Bluewater said: “We are delighted to bring this unique piece of art to the shoppers of Bluewater. From my personal travels, nothing ignites travel stories like scents such as the spices of a Moroccan market or seaweed at the beach; my mind travels back to that moment before I’ve even realised it.”
Brian Woodhouse, Kuoni Retail and Trade Marketing Manager added: “The scents and smells experienced in different countries are an integral part of the overall sensory experience of a holiday; and possibly one that we take for granted. We hope the Scents of Adventure map will entice customers to find out more about the destinations that inspired it.”
As well as the interactive map, Kuoni and DigitasLBi are inviting selected travel bloggers to write about what they think is the scent of the Maldives, to boost social signals and increase destination authority for Kuoni. The blogger who writes the best post will win a seven-night full-board holiday in the Maldives.
Mark Fleming, Digital Marketing Manager at Kuoni said: “Scents of Adventure brings to life the amazing sensory experience of some of our most popular destinations. We hope the initiative wows our customers and provides inspiration for travel bloggers, a key group of digital influencers for us.”
Val Lord, Managing Director of The Aroma Company added: “Poparoma is the Aroma Company’s patented interactive scent sampling device that delivers a puff of aroma, each time the button is pressed. Poparoma’s flexible design means it can be used in different styles of display from experiential activity, to point of sale sampling. We’ve really enjoyed the challenge this initiative provided us, and wish all the entrants to the competition the best of luck”.
Think we could assist you and your brand? Call on +44(0)1491 835510 or email us firstname.lastname@example.org