This is MINT: Category
Hi there. We work as insight-driven creative partners for category & shopper marketing teams. Working alongside them to get the most out of their investment, boost sales, and grow their brands.
: TRADE SELL-IN FOR A NEW RANGE INTO A CROWDED CATEGORY :
Bespoke on-screen video & sales presentation to sell into, and win, a key new account.
NATIONWIDE TESCO ACCOUNT SUCCESSFULLY GAINED
Bringing the personality of Levi Roots alive for a licensed product.
Developing and telling a category and product story (Meal Kits) that was a step away from the brand's usual territory. And add excitement into the presentation.
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Result: Successfully secured the TESCO account and nationwide distribution. And some nice feedback from our client: “I don't believe it - you guys have done it again!
F**king brilliant job - thank you so much.``
: BRINGING A CATEGORY VISION TO LIFE - IN & OUT OF STORE :
Supporting the Category Captain to: Challenge category perceptions. Change customer behaviour. Increase revenues.
£350m CATEGORY VALUE
New strategies to challenge ingrained customer behaviour. With creative execution at store level and beyond.
The convenience food category has a frequently visited fixture, but comparatively low emotional engagement - often tricky navigate and rarely explored beyond ‘the usual’.
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THE ANSWER: New messaging that reflected the Category Vision and macro shopper trends. An evolved fixture layout to encourage exploration. With higher food values for inspiration, and a more 'on brand' shopping experience.
: 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
Geo-targeting stocking stores' catchments to reach shoppers.
Highly targeted Geo & Lifestyle mobile campaign - for a non-core audience, and with a minimal budget.
Deployed within very the tight catchment of stockist stores - minimising media wastage. Amplified via Social. Optimised at key times of day.
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3X higher than industry average click through and response.
Overall reach of 5.8 million and 60,000 interactions
RESULT = EMPTY FREEZERS.
: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
High visibility on-fixture activity that encouraged brand switching and repeat purchase.
Additional awareness away from store via press ad campaign across five Trinity Mirror titles for five weeks.
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Gains came from existing shoppers becoming more engaged in the brand - buying more and more often. (Frequency +7%/£650k, AWP increasing by 5%/£450k, Kantar)
New shoppers also bought into Bisto - switching spend to Bisto from smaller brands during the campaign period.
: LAUNCHING A INFANT NUTRITION CHALLENGER BRAND IN BOOTS :
Driving awareness and encouraging trial purchase amongst a new, wider audience.
STOCKING SECURED IN 230 MAJOR BOOTS STORES.
Increasing awareness and understanding of the brand - and securing new listings.
Appealing to a wider affluent audience unfamiliar with Nannycare – identified by audience segmentation insights. Key was to communicate the points of difference and provide reassurance. Conveying the product’s ‘more natural’ ‘less processed’ attributes vs. mainstream brands.
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Digital advertising created a CTR 40% over industry benchmark.
STOCKING GAINED IN 230 CRUCIAL BOOTS STORES (with full range on Boots.com)
: SUPPORTING KEY ACCOUNTS. DRIVING AWARENESS & TRIAL - AND CONVERTING TO SALES :
Experiential sampling integrated with sales promotion and social media. 100 stores visited across key target regions nationwide.
NEW SKU LISTED & UNANIMOUSLY POSITIVE TRADE UPTAKE
Supporting key trade accounts, bringing the brand to life, and driving sales.
High theatre experiential events across 100+ key target stores nationwide. Integrated with sales promotion and social media.
165,000 samples delivered. c. 40,000 participants in the 'Win your Shopping' game. 40k+ unit sales on activity days.
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UNANIMOUSLY POSITIVE TRADE UPTAKE & RESPONSE:
“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 today”
: 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
Communicating a price promotion and encouraging usage
Press, digital & mobile activity promoting recipes, usage occasions and promotions. Across multiple formats and media titles such as Waitrose and Sainsbury’s. Encouraging click through to their new online recipe section.
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Refreshed brand and pack designs subsequently enabled Homepride to introduce new skus, expanding range and driving new NPD territories.
We provide:
1. Category support:
CATEGORY VISION
Defining insight-led category visions that combine 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 customer and consumer insights to guide strategy & ROI planning.
2. Shopper activation:
SUPPORT PLANS
Insight-led, ‘disruptive’ creative ideas deployed via retailer media.
PROMOTIONAL SUPPORT
(Or emotional support if you like) On pack promotions that leap off the fixture to attract and convert customers.
TRIAL DRIVING
Wet and dry sampling campaigns that deliver behaviour changing experiences to 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
Insight-led, highly targeted creative that lives and breathes across every customer touchpoint and media channel.
MINT:LAB
Our in-house research & insight division, offering full Qual & Quant capabilities. Plus ROI planning & evaluation via our Twenty:20 tool. MINT:Lab helps provide additional rigour for the overall brand, strategy, and creative process – helping guide business decisions for brand owners, directors, and entrepreneurs. Clients also hire MINT:Lab 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?
Brand Shots. Insights and thought starters:
