Tropical Treat For Your Senses
Our client TRO was tasked to build awareness of Ribena’s new tropical flavours and drive sales via a nationwide sampling campaign. They built a bright and vibrant Ribena branded
Our client TRO was tasked to build awareness of Ribena’s new tropical flavours and drive sales via a nationwide sampling campaign. They built a bright and vibrant Ribena branded
It brings us great pleasure to have our founder – Simon Harrop – write a guest blog for us. Simon founded The Aroma Company in 1993 and now helps brands to build relationships with consumers, across multiple senses.
The McCain Foods Happy Days campaign began at the beginning of September 2013.
McCain Ready Baked Jackets: Still from the Happy Days TV Campaign
As part of the campaign The Aroma Company were challenged, by McCain’s promotional agency Blue Chip Marketing, to present the aroma of McCain’s ready baked frozen jacket potatoes within supermarket frozen food aisles in an engaging and interesting way.
In a first for Poparoma and frozen foods, The Aroma Company’s branded barkers were affixed to the glass refrigerator doors. Consumers push the Poparoma button to release a waft of the jacket potato aroma.
Jacket potato aroma in the freezer aisle; Pushing Poparoma releases the aroma.
Installed in 300 Tesco branches and over 400 Asda, the Poparoma barkers enabled consumers to engage with a frozen food product in a new, interactive and innovative way.
The sense of smell is intimately linked to taste. Remember the last time you had a blocked nose and your food tasted bland and uninteresting? According to Dr Alan Hirsch of the Taste Treatment and Research Foundation in Chicago, 90% of what is perceived as taste is actually smell. By incorporating aroma into the instore promotion, McCain’s have a fabulous solution to disrupt shopping behaviour and encourage purchase of their ready baked jackets.
Mark Hodge, McCain Foods head of brand, said: “McCain will be unmissable over the next 12 months. It’s a big year for the brand and we have big plans to grow the brand and the category by changing the way we talk to the consumer”.
The scented units are a “first for the frozen aisle” and will create “added excitement around frozen food, drive footfall and encourage more consumers”.
“As a result, we’re expecting to significantly grow the brand and the frozen potato category. We have never placed so much support behind our brand and we wouldn’t be doing that if we weren’t confident that we were going to be able to have a major impact.”
Myrtle Doyle, Group Account Director at Blue Chip Marketing, continues: “We are really excited about this activity for McCain. Here at Blue Chip, we always try to push the boundaries of accepted shopper marketing practice and it’s great to see ideas like this come to life”.
Val Lord, Managing Director of The Aroma Company said; “Poparoma is the perfect solution for a freezer aisle promotion. Interactive and compact, Poparoma allows the product’s aroma to be sampled in a convenient way for both the consumer and the supermarket. We have enjoyed meeting Blue Chip’s challenge and would encourage more frozen food products to follow McCain’s example, and engage consumers through the sense of smell”.
Want to read more? McCain’s, Marketing Magazine, The Grocer Magazine
Interested in learning more about how Poparoma can be used to create interest instore for your brands? Give us a call on +44 (0)1491 835510
In 1981, the comedy film Polyester was released.
The leading character, Francine (played by Divine), has a particularly keen sense of smell and aromas in general are a running theme throughout the movie.
To highlight this, the writer & director, John Waters enhanced the cinema viewing experience by providing the audience with ‘Odorama’ cards.
At ten different points during the film, a number flashed up on screen and viewers were encouraged to smell the corresponding area on their card.
On the 9th of March 2013, Polyester is being shown as part of the Offscreen film festival in Belgium.
John Waters’ The Filthy World with Polyester screeningOdourama cards have been reproduced by Midnight Movies (late night films for after dark people) and The Aroma Company’s Touch to Smell technology. Touch to Smell is an advanced version of scratch and sniff. Just touching or gently rubbing the numbered areas releases smells ranging from roses to skunk, pizza to flatulence!
Reprinted Polyester cards (front and reverse).The Odorama cards were first recreated by The Aroma Company for Midnight Movie’s 30th anniversary rescreening of Polyester at the Edinburgh International Film festival in 2011.
Polyester audience with Odorama cards© All rights reserved by Midnight Movies
Midnight Movies will also be touring, in the UK, with Polyester viewings in autumn 2013. Sign up with them to be the first to hear of screenings near you!
Recreating the aromas of the cards has been a challenge that we are very proud to be a part of.
Do you have a project that we could assist you with? No matter how weird and wonderful you think your request is, get in touch! +44 (0)1491 835510 or info@aromaco.co.uk