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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When a promotion underperforms, the post-mortem tends to start with the prize. Too small, too generic, not enough of them. Sometimes that diagnosis is right. But in our experience, the more common failure isn't any single component — it's that…
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Walk any grocery aisle mid-campaign season and you'll see three or four brands running promotions at once — a prize draw here, a cashback sticker there, a gift-with-purchase two facings across. The instinct, when a rival's promotion lands, is to…
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Walk the perimeter of any big supermarket and you can spot the activations before you read a single word on them. The gondola end with the branded arch. The floor decal shaped like a footprint. The freestanding unit dressed up…
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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 prize briefs arrive already decided. "We've got a car to give away." "There's a $20,000 holiday on the table." The headline prize is locked before anyone has asked the question that actually determines whether the promotion works: how many…
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Walk into any supermarket category review and you'll hear two conversations happening at once. One is about the retailer — the ranging, the co-op spend, the promotional slot the brand is trying to win. The other is about the shopper…
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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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