How has an in-store media strategy boosted the visibility of Paysan Breton butters and boosted sales in the face of strong competition?

Against a backdrop of fierce competition in the butter category, Paysan Breton wanted to boost the visibility of its flagship products in stores and boost distribution of its leaflets.

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How has an in-store media strategy boosted the visibility of Paysan Breton butters and boosted sales in the face of strong competition?

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Media in store

February 4, 2025

2 minutes

926

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Against a backdrop of fierce competition in the butter category, Paysan Breton wanted to boost the in-store visibility of its flagship products and boost the distribution of its leaflets. The challenge was to ensure effective activation in 500 points of sale across the Optimark network, with a system adapted to local constraints. The brand aimed to boost its QA/NA indicators and increase digital distribution, while respecting the operation's budgetary and logistical constraints.

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

Optimark deployed a national system based on graphically reworked supports to better prioritize products, and adapted in size to match shelf space. A precise brief helped reduce installation errors and ensure uniformity. Rigorous management and adaptability in the field ensured almost total coverage of the stock, despite complex local situations (shortages, unsuitable displays or refusals).

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.

stores visited

0

(100% of the planned fleet)

installation rate

0 %

(vs. 92% previously)

of non-positions

- 0 %

(linked to the support thanks to crea adaptation)

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