Telma Uniliver Promo TELMA CEREALS' PERSONAL BOX by Target

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Industry Breakfast Cereals & Flakes
Media Promo & PR
Market Israel
Agency Target
Released July 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: UNILEVER
Product/Service: CEREAL
Date of First Appearance: Jul 27 2010
Entrant Company: TARGET-MARKET, Petach Tikva, ISRAEL
Manager: Eli Shabh (Target Point)
Executive Vice President: Nadav Sharabi (Target Market)
Chairman/Co Chief Executive Officer: Eitan Azta (Target Market)
Co Chief Executive Officer: Miri Sinai (Target Market)
Vice President Creative & Planning: Naftali Yechilzuke (Target Market)
Supervisor: Ynon Or (Target Point)
Customer Marketing Manager: Ayellet Sheetrit-Zinner (Unilever Israel)
Trade Category Manager: Rinat Keinan (Unilever Israel)
Promotion Manager: Ilan Schieber (Unilever Israel)
Promotion Manager: Galit Polak (Unilever Israel)
Account Manager: Abigail Rodashevsky (Target Market)
Sales & Promotions Management: Moti Sela (Shufersal)
Operation Manager: Matti Nachman (Target Market)
Media placement: Print - Shufrsal's Members Club Magazine - 14-7-10

Describe the objective of the promotion.
- To strengthen the ties between Shufersal (the biggest retailer in Israel) and Telma (Unilever Israel local cereal brand).
- To create significant buzz around Telma cereals.

Describe how the promotion developed from concept to implementation.
The Strategy:
Empowering consumers - Putting them in front of the brand…only at Shufersal.

A personal Telma cereal box:
For the first time ever - you can get your own photo on your favourite cereal box.

The Implementation:
Pick, Pic & Go
We set up a "studio" near the cereal aisle and asked buyers to take their picture for the box.
The consumers were asked to PICK their favourite cereal, have their PICture taken, dedicate the picture to a loved one, and then receive a package covered with a lifelike sticker and GO.

Explain why the method of promotion was most relevant to the product or service.
By using a smart and sophisticated initiative, we have bundled the Telma slogan ("The Strength to Succeed") and the Shufersal slogan ("Always Something to Discover") to a single reality campaign.
By engaging the two brands with the consumer, we created a unique bond that boosted sales by making people genuinely wishing to buy more boxes to appear on, and more pictures to dedicate.
We saw couples dedicating the boxes to one another, parents to children and grandparents to grandchildren.
They decided to buy more, and no sales rep could stop them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Telma cereal sales grew 15% during the activity.
- Shufersal shoppers enlarged their Telma products basket by 200% to get more personalised boxes.
- Shufersal has expressed its satisfaction with the campaign, which led to an excellent relationship with Unilever.
- And finally, a non-quantitative tit-bit: many people will cherish their cereal box forever, because THEY'RE ON IT!