This is MINT: Category
Hi there.
We work as insight-driven creative partners for category & shopper marketing teams.
Working alongside you to get the most out of your investment, boost sales, and grow your business.
: DRIVING AWARENESS, FOOTFALL AND SALES TO SUPPORT TRIAL STOCKIST STORES :
Launching a super-premium product within a value-led retailer.
6M HIGHLY TARGETED SHOPPERS REACHED = EMPTY FREEZERS
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Geo-targeted campaign to reach new shoppers
Highly targeted tactical Geo & Lifestyle mobile ads - creating traffic & sales, with a minimal budget. Deployed within tight catchments of stockist stores - minimising media wastage. Amplified via Social & promo. Optimised to key times of day.
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3x industry average click through & response.
5.8 million reach and 60k interactions
RESULT = EMPTY FREEZERS.
: GRABBING A SHARE OF HUGE NEW OPPORTUNITY IN MEALS :
Rapid growth in 'eat out at home'. Ready Meals not keeping pace = lost opportunity.
SUPPORTING THE SAINSBURY'S TEAM WITH NEW ON-TREND CONCEPTS
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'High Street Eats' - A distinct new product offering & fixture position within ready meals.
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Naming & creation of visually striking look & feel for a modern 'takeaway/delivery' offering.
A home for new licensed brands.
WIth emphasis on convenience, speed, and quality.
: SUPPORTING KEY ACCOUNTS. DRIVING AWARENESS, TRIAL & SALES CONVERSION :
Experiential sampling integrated with sales promotion and social media.
100 major key stores nationwide.
NEW SKU LISTED & UNANIMOUSLY +TVE TRADE UPTAKE
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Support new SKU, drive sales & bring the brand to life.
High theatre experiential events. Extended with sales promotion & social media. 165k samples delivered. c.40k 'Win your Shopping' participants. 40k+ unit sales on activity days.
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TRADE LOVED IT:
``Great promotion - been struggling all day to keep it on the shelf`` ``We’re having to replenish the shelves every hour`` ``I didn’t believe in Vimto before - you’ve certainly changed my mind``”
: LAUNCHING AN INFANT NUTRITION CHALLENGER BRAND IN BOOTS :
Driving awareness and encouraging trial purchase amongst a new, wider audience.
LISTING SECURED IN 230 MAJOR BOOTS STORES.
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Increasing awareness & understanding of the brand - and securing new listing.
Low familiarity of Nannycare amongst - insight identified - affluent audience vs. mainstream brands. Need to convey the brand's ‘more natural, less processed’ USP to build appeal and provide reassurance.
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Digital ads created a CTR 40% over industry benchmark.
STOCKED IN 230 CRUCIAL BOOTS STORES (full range on Boots.com)
: ACTIVATING NEW SHOPPER BEHAVIOUR IN STORE :
Retailer not seen as providing full meals in local store formats. New strategies needed to gain share vs. competitors.
FIXTURE INNOVATION TO SUPPORT THE CO-OP TEAM
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Capturing more share of the 'shopping for tonight' opportunity.
Focus on mission shopping and 2 person meal occasion.
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THE ANSWER: Development of new concepts for 'meals for tonight' fixtures.
Creating new messaging, and fresh food values. To challenge -tve shopper perceptions and attracting competitors' shoppers.
Emphasising taste, immediacy (for tonight), speed and simplicity (ready in 30 mins).
: REINVIGORATING A HERITAGE BRAND TO JUSTIFY ITS PREMIUM PRICE TAG :
Reaffirming Homepride’s premium status by communicating its 100% British Wheat credentials and unique product benefits.
EXTENSION INTO NEW NPD SKUs
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Communicating a price promotion & encouraging usage
Press, digital & mobile activity promoting recipes, usage occasions and promotion. Across multiple formats and titles (inc as Waitrose and Sainsbury’s media). Encouraging click through to new online recipe section.
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Refreshed brand and pack designs subsequently enabled Homepride to introduce new skus, expand range and drive new NPD territories.
: CHALLENGING THE SUMMER SALES DIP IN THE FROZEN MEALS CATEGORY :
On-pack promotion for Bisto. Linking with H4H.
DEFIED DIP & ACHIEVED SEASONAL VOLUME GAIN vs COMPETITORS
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High visibility on-pack - driving frequency, AWP & brand switching.
Boosted awareness away from store via press ad campaign in 5 Trinity Mirror titles for 5 weeks.
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Gains came from existing brand shoppers becoming more engaged - buying more, more often.
Kantar: Freq +7%/£650k, AWP increasing by 5%/£450k
New users also switched from other brands during the campaign.
: RE-INVIGORATING THE READY MEAL AISLE & MAKING IT EASIER TO SHOP :
Need to challenge ingrained customer beliefs about ready meals - to reignite category and encourage reassessment.
ACCOUNT LEADERSHIP INITIATIVE
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'Discover Flavour' - encouraging exploration of different dishes & cuisines.
Simpler segmentation. Increased inspiration and interest to re-engage shoppers.
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New messaging with focus on the freshness of the meals. Boosted appetite appeal and food values to highlight quality, ingredients & innovation.
Keeping category salient via in & out of store comms support.
: TRADE SELL-IN FOR A NEW RANGE INTO A CROWDED CATEGORY :
Bespoke on-screen video & sales presentation to sell into, and win, a key first listing.
NATIONWIDE TESCO ACCOUNT SUCCESSFULLY GAINED
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Bringing the personality of Levi Roots alive for a licensed product.
Adding excitement into the telling of a compelling category and product story for new Meal Kits. (Not the brand's usual product territory).
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Result: Successfully secured the TESCO account and nationwide distribution. And killer feedback from our client:
F**king brilliant job - I don't believe it - you guys have done it again!
: BRINGING A CATEGORY VISION TO LIFE - IN & OUT OF STORE :
Supporting the Category Captain to: Challenge retailer thinking. Change customer behaviour. Increase revenues.
£350m CATEGORY VALUE
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New 'blue sky thinking' to challenge ingrained retailer perceptions & embrace changing shopper behaviours.
Ready meals: Frequently visited but low emotional engagement. Rarely explored beyond ‘the usual’.
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'Quality at the Ready' created an innovative shopping experience. Interactive, more theatrical fixture layout - encouraging exploration. Plus higher fresh food values for inspiration.
‘Brand Shots’ – check out our espresso-sized brand insights & thought starters:
We provide:
1 : Category support
CATEGORY VISION
Fresh insight-led category concepts that reflect customer trends whilst addressing retailer needs.
FIXTURE VISION
Re-imagining fixture architecture, signposting and design to bring to life retailer environments and inspire new customer behaviours.
TRADE SELL-IN
Partnering with commercial teams to create bespoke retailer presentations that bring brand messages to life and convey a compelling business case.
JOURNEY MAPPING
In-depth mapping, understanding, and maximisation of customers’ touchpoints along their path to purchase, and repeat purchase.
UNIQUE INSIGHTS
Our in-house research & insight division, Mint:LAB Gathering and applying up-to-the-minute customer & market data to guide strategy & ROI planning.
2. Shopper activation:
SUPPORT PLANS
Creative product support deployed via retailer media.
PROMOTIONAL SUPPORT
(Or emotional support if you like). Meticulously planned & budgeted on-pack promotions that leap off the fixture to attract and convert customers.
TRIAL DRIVING
Innovative wet and dry sampling campaigns that help drive sales and support specific retailers or regions.
ACCOUNT LAUNCHES
Creation and implementation of brand launch packages for individual retailers or multiple accounts (in retail & wholesale).
MULTI-CHANNEL EXECUTION
Highly targeted creative made to live and breathe across every customer touchpoint and media channel.
Mint:LAB
Our in-house research & insight division, Mint:LAB provides additional rigour for the overall brand, strategy, and creative process – helping guide business & budgeting decisions for brand owners and senior team members.
With full Qual & Quant capabilities. Plus ROI planning & evaluation via our Twenty:20 tool.
Mint:LAB is also deployed for stand-alone research projects.
Helping answer questions such as:
Should we launch this product?
Why do people buy us? And why do they not?
What are our customers’ paths to purchase?
Why aren’t our customers more loyal?
How and where should we best invest our budgets?
