As a leading confectionery supplier, Mars Wrigley has a wealth of category knowledge supporting its brand portfolio.
Despite an active field sales force, getting face-to-face time with every retailer is impossible, so they challenged The Hub to devise a campaign that would enable them to share their knowledge directly with all retailers nationally.
Grounded on The Hub’s vast experience across the retail sector in both grocery and convenience, our aim was to build retailers’ confidence and trust by demonstrating genuine category leadership by supporting these businesses with advantageous category and range insight.
Coupled with our insight and shopper experience, we devised a communications tool to deploy exemplary confectionery category support - Mission Control - tapping into shopper missions for today’s consumer needs.
We launched a confectionery category media campaign with complementary digital assets identifying top shopper missions and providing relevant retailer merchandising advice.
Working with our established trade media partners, The Hub engaged with retailers to harness the power of perfect ranging, alongside our high frequency trade press news programme.
The Hub authored and media planned a series of category management advice columns and targeted mission-led features.
The content outtake of the collateral produced was further utilised across sales and direct customer assets.
As a result of our press office and category communications, Mars Wrigley leads category SOV with 42% driven mainly by feature coverage in key trade titles.
Mars Wrigley have also seen increased retailer engagement and strongly positive sales team feedback.
“The Hub has really helped us to reach retailers that we don’t talk to directly through the sales team. We are landing strong awareness of products, campaigns and promotions with retailers who can really help boost visibility of our brands in-store, so it’s a crucial role.”