The parent buying Weet-Bix in aisle three usually isn't the person who'll eat most of the box. The bloke picking up a bottle of Cointreau in December is quite often not the person who'll drink it. This gap — between…
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Circana's latest State of the Industry reading contains a line that deserves more attention than it tends to get: a record share of grocery units in Australia now sell on promotion. Not a high share — a record one. For…
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Most promotions are designed as if the shelf is the whole story. The mechanic is decided, the point-of-sale is briefed, the prize is signed off — and everyone waits to see what happens at the moment the shopper reaches for…
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Most promotional briefs that cross our desk at Bamboo Marketing are quietly trying to do everything. Drive trial with new shoppers, reward the loyal ones, lift the basket, capture some first-party data, and — while we’re at it — make…
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Stand at the end of a supermarket aisle and watch what actually happens. A shopper turns in, scans the shelf, reaches for something, and moves on — often in less time than it takes to read this sentence. Procter &…
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