Organic food brands are using a new advertising channel from Clear Channel to reach green shoppers.
Through an exclusive contract with Sainsbury’s, the outdoor specialist can identify stores with the highest volume of organic sales and put advertisers in touch with target consumers at the point-of-sale.
Group Sales Director at Clear Channel Outdoor, Rob Atkinson, exoplained, “In this age of media fragmentation, talking to a core, captive audience is invaluable.”
Yeo Valley was the first entirely organic brand to enter Checkout/Nielsen's "Top 100 Grocery Brands" league 2007 and has been one of the first brands to take advantage of the new platform.
According to Mike Bishop, Media Director at Taylor & Taylor Advertising, who works on the Yeo Valley Organic account: “Sainsbury’s is a major source of retail sales for Yeo Valley Organic so a strong presence at Point of Sale is an important element in the media mix.
“The facility to target stores that have a high proportion of organic sales adds significantly to the effectiveness of the campaign. These two factors, together with the high quality of the sites themselves, are key elements in Yeo Valley’s promotional activity.”
Independent research results from Point of Sale specialist Litmus, based on EPOS data, for a Yeo Valley Organic Milk campaign back in September 2007, revealed that Sainsbury’s stores that carried the 6-sheet advertising campaign outperformed other Sainsbury’s stores by 4.2% during the two-week advertising period.
This increased to 9.7% in the six weeks following the campaign.