In a highly competitive market for snacks and brioches, Harrys wanted to support the launch of its innovations while strengthening its strategic partnership with Leclerc Drive.
The challenge was twofold: to give visibility to the new Chocalin product and generate an initial act of purchase through tasting, while establishing the brand in the minds of consumers as a reference for pleasure and responsibility.
1. Challenges and objectives
Harrys wanted to support the launch of its new products at Drive Leclerc by creating a differentiating moment for consumers. The aim of the activation was to energize the shopping experience, often perceived as impersonal, while highlighting the brand's commitments: no palm oil, no colorants, fresh eggs from free-range hens and flour from sustainable agriculture. The objective was twofold: to generate product trial through Chocalin tasting, and to encourage immediate and future purchase through discount vouchers, while reinforcing the strategic partnership between Harrys and Leclerc Drive.
2. Recommandations stratégiques
We proposed a drive-through animation combining dramatization and tasting. The system was based on five POS kits for the kiosks, a tasting basket and trained animators to relay the product sales pitch. A pilot project was carried out to optimize the safety and performance of the POP displays, and the whole system was monitored in real time using the ORA-CONNECT application. The customer experience revolved around product discovery, a clear presentation of the Harrys benefits, and the provision of discount vouchers to prolong the act of in-store purchase.
3. Résultats
With 78 days out of 80 planned, the operation achieved an attendance rate of 98%, and recruitment was 100% secure. 60% of staff distributed all their samples, and 93% of consumers who tasted the product rated it as very good. The drive teams gave an excellent reception to the events, and the brand's naturalness arguments were acclaimed. The verbatims collected underline the enthusiasm of customers: "It's new? It's great!" and "We'll be happy to repeat the event. This activation anchored the Chocalin novelty in consumers' minds, while strengthening the relationship between Harrys, Leclerc and customers.
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