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BRONZE CUSTOM RETAIL
Eukanuba reinforces its pet expertise
To win over premium pet food consumers
as well as new puppy owners, P&G-owned
brand Eukanuba decided to reinforce its
position as “Trusted by Experts” with the
help of its key retailer Mondou in Quebec.
With more than 70 years in the market,
and over 50 stores across the province,
Mondou is trusted by pet owners. The
retailer’s Mira Foundation, which has a high
awareness in Quebec (95%), has provided
handicapped people with guide dogs
free-of-charge for more than 30 years. And
Eukanuba has supported the foundation for
over 15 years, supplying free food to Mira
pets in training.
Partner agency SVM developed an
exclusive, tailored in-store campaign
(spanning window poster, dangler, pallet
talker and floor paw print signage, as well
as a flyer ad) to connect with shoppers. The
POS was installed in every Mondou store in
Quebec and remained in stores beyond the
initial four-week period.
By leveraging this strong partnership
and bringing it to stores, a powerful
connection between shoppers and
Eukanuba was created and the brand was
established as being trusted by experts.
Credits: Client Procter & Gamble; Agency SVM; Sales director, pet care Marielle Houde; Account manager Vanessa Théorêt; CD Paul Fayad; AD Catherine Lamarche
GOLD BRAND NEW! • SILVER IN-STORE ENGAGEMENT
Metro enters a new Hémisphère
Metro was about to launch a new line of
exclusive, high-quality wines and needed to
convince Quebec consumers that the wines
at the grocery stores were as good as those
purchased at the Société des alcools du
Québec (Québec’s liquor stores).
Metro’s target consumer is women
with children, between the ages of 25 and
54. She loves to cook and try new things,
but she doesn’t have much time and
appreciates practical solutions.
When Metro launched its Hémisphère
line of wines (selected by expert sommelier
Patrice Tinguy) in October 2012, the
strategy was to use the sommelier’s
credibility and the wine’s country of origin
to showcase its high quality and exclusivity,
as well as suggest ways to enjoy it.
The stores were used as the primary
media for this campaign, with section
designed by ZIP communication for the
Hémisphère line. Special displays and
posters were installed, and Metro’s website
and weekly flyer included specially created
content and sections. Wine tasting events
were held, and QR codes on displays led
consumers to a microsite that gave detailed
information about the wines.
Taste tags were used to help shoppers
find their perfect wine match, and a colour
code directed them to wines from their
favourite region. Metro’s four Hémisphère
wines did well against other wines in
store, consumers gave positive feedback
during taste tests, and sales surpassed
expectations at the launch and have been
growing ever since.
Credits: Client Metro; Agency ZIP communication; CD Michèle Leduc; AD Marie-Claude Boulais; Client services Fanny Martin; Production Vicky Blain
March 2013
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