Context
Feastables, the chocolate snacking brand founded by international influencer MrBeast, is to launch a range of chocolate bars in supermarkets worldwide in 2025.
Carrefour has been chosen as the exclusive distributor throughout France for all its formats:
- Hypermarkets
- Carrefour Market supermarkets
- Convenience stores (City, Contact, Express)
This launch takes place against a particularly tense market backdrop:
- Inflationary pressure on raw materials (especially cocoa)
- Complex commercial negotiations between manufacturers and distributors
- Strong demand for innovation on the part of retailers to boost chocolate shelf space and attract new targets, especially young consumers.
The challenge: to achieve a successful launch while respecting upstream confidentiality, within extremely tight deadlines, and ensuring perfect execution from D-day onwards.
Feastables (Walkers Chocolate) selected ORA Groupe and in particular its agencies RMA and Optimark, respectively for in-store sales support and point-of-sale theatricalization.
ORA Groupe has been an independent family-owned group for almost 40 years, specializing in activation and outsourcing
.
RMA specializes in merchandising, sales promotion and animation, with a strong expertise in seasonal products thanks to its 40 years of experience in this segment.
Among its activities, OPTIMARK offers turnkey shopper activation and retail media services, with innovative and differentiating solutions.
A dual objective: Maximize POS presence and visibility
Guarantee national visibility of the launch in a highly confidential context, with no public communication until the very last moment.
Ensure that the Feastables range is successfully introduced in 1,200 Carrefour stores in just 3 days, by ensuring :
- Promoting products in-store, using the visibility tools created for this purpose
- Positioning the range in the chocolate aisle (in line with merchandising plans negotiated with the retailer)
- Consistent, impeccable workmanship
Mobilize and train the right teams of sales promoters (expert and loyal) across the country, despite a very short briefing and deployment timeframe.
Animations and dramatization: Create a differentiating in-store experience to match the brand's disruptive character.
RMA & Optimark combine their expertise to meet Walkers Chocolates' expectations
a) Organization & anticipation in "underwater" mode
- Setting up an operational system, with a small project team to preserve confidentiality.
- Upstream preparation in "reverse project mode":
⚬ Reservation of resources according to expectations linked to the actions to be carried out
⚬ Briefing and remote training of field teams: the challenge to train more than 130 participants in 3 days to ensure massive and effective coverage of the entire territory
⚬ Targeting, mapping and identification of strategic stores via field data (history, influence, accessibility): recommendations and organization of tours to cover the targeted sales front in just 3 days.
b) Express and synchronized deployment
- In 3 days, our teams covered 1,200 Carrefour stores throughout France:
⚬ Strong added value of our network of 13 local Regional Directions
⚬ Control and installation of displays (TG, podiums, pallet boxes)
⚬ Shelf layout of the range, compliance with quotas and facing - Ultra-reactive centralized control, with reporting at 6 a.m. / 2 p.m. / 7 p.m.
- 100% coverage, with dynamic reallocation to cover unforeseen events
c) Value-added sales promotion
- Implementation of an animation with an immersive digital stand, a first in supermarkets nationwide:
⚬ Interactive activation in a strategic, high-traffic POS
⚬ Strong branding in the Feastables universe
⚬ Excellent shopper memorization and engagement lever
Tailor-made sectorization of the 130 promoters, based on local management by the 13 RMA Regional Divisions
Key success factors
- Agile organization and crisis management, capable of anticipating uncertainty
- Multi-format operational excellence, from supermarket to hypermarket
- Alliance of human capital and field technology: trained network, real-time monitoring tools, regional management units
- Innovative animation via the Digital Stand, embodying Feastables' breakthrough positioning
RESULTS
Over 1 million tablets sold
- 100% coverage of 1,200 POS by the team of promoters trained in 3 days
- Attendance targets: 100% DN in HM and 99% in SM within 3 days
- Merchandising compliance rate > 98%, despite access and store format constraints
- Setting up POS materials and providing sales plans for restocking
- Very positive reaction from the Carrefour teams, particularly with regard to responsiveness, execution and the quality of exchanges
in the field.
An exceptional event at the CRF in Chambourcy: The digital stand, exclusively from OPTIMARK and for the 1st time in France.
