Danone Expands its Shopper Marketing Breakfast Initiative
**Boosting Sales with Targeted Marketing: Danone's Mornings Upgraded Campaign**
Danone North America's Mornings Upgraded campaign, a targeted shopper marketing initiative, demonstrated its effectiveness in driving sales for six of its brands: Silk, International Delight, Oikos, Too Good, Stok, and Light & Fit. By employing a strategic blend of in-store and online tactics, the campaign aimed to increase basket size, attract new households, and engage core breakfast buyers.
## Increasing Basket Size The campaign employed multi-channel engagement strategies, leveraging platforms like DoorDash to validate consumer purchases and offer convenience, potentially encouraging customers to buy more. Personalized messages and offers were also utilised, increasing the perceived value of products in a customer's basket.
## Attracting New Customers By partnering with retail media platforms such as Walmart Connect, Kroger Precision Marketing, Target's Roundel, Albertsons Media Collective, and AD Retail Media (Ahold Delhaize), Danone extended promotions beyond the store and reached new shoppers online. The campaign's innovative approach, including collaborations with influencers and a Danone dietitian to create custom cross-portfolio recipes, also boosted brand visibility, making Danone's products more appealing to new buyers.
## Engaging Core Breakfast Buyers The campaign engaged core breakfast buyers through community building, offering convenient shopping options, and rewards. In-store, this was achieved through the use of display headers, end cap placement, instant redeemable coupons, and shelf talkers. Online, Danone worked with Instacart to reach shoppers, and custom display coolers adorned with creative from the program appeared in regional grocers.
The campaign's success was further enhanced by a national promotion, Spend $15, Get $5, which aimed to extend the program's reach and drive stock-up trips. By adding yogurt or plant-based milk alternatives to the basket, there was a 29% increase in basket size, while adding creamer led to a 42% increase.
In conclusion, Danone's Mornings Upgraded campaign serves as a prime example of how targeted shopper marketing programs can be effective in the modern omni-commerce environment. By combining personalization, innovative platforms, and convenient shopping experiences, the campaign successfully boosted sales for Danone's brands, attracted new customers, and engaged core breakfast buyers. However, the actual impact may vary based on specific campaign strategies and consumer responses.
The Mornings Upgraded campaign, in collaboration with DoorDash, aimed to increase basket size by offering convenience and validating consumer purchases, potentially encouraging customers to buy more, thereby enhancing the lifestyle and financial aspects of their daily choices. By partnering with various retail media platforms, the campaign also reached new customers online, making Danone's products more appealing to them and potentially boosting the business of these brands.
