MR FRINATOA - TOY OR A SALES TOOL? by DEC Barcelona for EUROPASTRY

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MR FRINATOA - TOY OR A SALES TOOL?

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Spain
Agency DEC Barcelona
Executive Creative Director Eduard Baldris
Art Director Christian Aguila
Account Supervisor Marcos Morcate
Released March 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: EUROPASTRY - FRIDA
Product/Service: DOUGHNUTS
Agency: DEC COMUNICACION
Date of First Appearance: Mar 9 2009 12:00AM
Entrant Company: DEC COMUNICACION, Barcelona, SPAIN
Executive Creative Director: Eduard Baldris (DEC)
Copy Creative: Elisabet Colome (DEC)
Art Director: Christian Aguila (DEC)
Account Supervisor: Marcos Morcate (DEC)
Account Executive: Patricia Perez (DEC)
Media placement: POS/Mailing - Bakery Shops And Catering Shops - 9 March 2009

Describe the objective of the promotion.
The brief: Turn the same old product into something extraordinary. Frida wanted its new dots to offer a difference with respect to the doughnuts of the competition: its professional customers would have the ability to transform them, decorate them and personalise them to their taste. Target: B2B (bakers and professionals in the catering industry)

Describe how the promotion developed from concept to implementation
The Idea: The same toy for everyone so everyone can play in a different way. We turned the new Frida dots into a real toy: a fully customisable doll that invites customers to have fun decorating their products and differentiate themselves from other establishments. A toy or a sales tool? Mr Frinato reached all our customers as if it were a real toy, complete with pack, instruction manual, complements and multitude of stickers to personalise it! Mr Frinato could become a changeable POS display with a blackboard included so that our professional customers would advertise their own promotions in their establishments.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results: 26% more sales in 2009. As well as achieving 26% more sales of dots, Frida managed to increase its market share by 20% and achieve sales of more than 100 million units per year. The excellent results of this campaign have allowed Frida to make a business investment of €18 million to increase production and warehousing capacity. The success of Mr. Frinato was so great that Frida soon asked us to do the same with a new product. That was how the cousins of Mr. Frinato were born: The Berlinettes - an explosive pair with delicious curves.

Explain why the method of promotion was most relevant to the product or service
Much more than a launch, an ally to sell more. With this campaign, Frida made itself stand out and provided added value to a product that was really the same as that of the competition. By offering its customers much more than a product: a toy and a sales tool that invited them to let their imagination run free and surprise their customers every day with a different product and customisable promotions. The result was a tremendous emotional and experiential connection with its professional customers by providing them with a fun ally to help them to sell more.