CARTE D'OR

THE BRIEF:
Wall's wished to drive sales and increase awareness of Carte d'Or's different variants in Tesco stores around Southern and Central England. This was being done through a £1.99 special offer.

THE SOLUTIONS:
This was a major roll-out, with two teams visiting 52 Tesco stores over a period of 3 weekends. A team would spend between 2 and 4 hours in each store.

We created a "human billboard" of the ultimate Carte d'Or consumers. Two performers played a pair of female friends, clearly out on a shopping expedition: they pushed their trolley around, laughing and chatting excitedly. Their trolley was FULL of Carte d'Or and only Carte d'Or. They chatted about who would share which flavours and how the ice cream would enhance their dinner party/ sport watching experience/ video evening. They also commented on how the £1,99 special meant they could afford to buy so much ice-cream. Most importantly, they interacted with passing shoppers suggesting that they, too, might like to enhance their weekend with Carte d'Or.

Their "round" of the store began with a discussion at the entrance, where they laughed over their shopping list (which listed all the "Carte d'Or flavours in huge letters). They then made a point of asking where they might find the ice cream freezer. They spent the bulk of their time there, exclaiming over the range of flavours and the excellent price. They also walked through the other aisles, laughing and chatting about their coming evening, and every now and then doubled back to get one more tub of Carte d'Or. If there were samplers in store, they spent time tasting and raving about the product. They finished their "round" at the till.

THE RESULTS:
The campaign resulted in direct sales of over 3,500 tubs of Carte d'Or. Response from shoppers and Tesco staff was very positive, and the performers were successful in raising awareness of the brand and the different variants.

There was press coverage in both local and regional news papers, but most importantly, BBC1 picked up on the innovative nature of the campaign, and it was covered on the Six o'clock news.