The client has strong brand equity, but not enough to counteract the price differential versus private label at shelf. Therefore, the client must deploy trade marketing selectively, at a store-by-store level, to win at shelf and at retailers where there is low share but trade promotions deliver a high lift.
The client has stronger advertising synergies across traditional and non-traditional touch points than most other brands.
• The "funnel" of consumers at the start of the consumer journey (consideration and purchase intent) is low. Therefore, it is vital to deploy media across channels, rather than in silos, to increase the number of consumers who consider the product.