USP Partner provides freshly cooked Ricola
At 13 Coop locations, Ricola sweets were cooked and minted live in front of the public as part of a large POS promotion. The agency USP Partner was responsible for the concept and implementation.
For the first time in the history of arugula, consumers were able to experience the cooking and molding process live at the point of sale. At the same time, the Ricola candy chefs imparted interesting facts about the brand.
The promotion was to focus on the quality of the raw materials used as well as their careful processing and to present them at the POS in a brand-appropriate way. A richly detailed brand presentation rounded off the experience; among other things, the 13 herbs of the Ricola herb mix were presented in a raised bed at the stand. Strong visibility elements, high merchandise pressure and matching sales offers with discounts and add-on promotions were intended to provide additional purchase incentives.
USP was entrusted with the overall responsibility for the live marketing activation and was responsible for the project management from the concept, development of the booth and brand appearance to ensuring the logistics and the professional overall appearance on the surface. The POS campaign was captured in a mood film.
Responsible at Ricola Switzerland: Fiona Wägerle (Senior Brand Experience Manager Switzerland & Travel Retail), Eren Karakus (Senior Key Account Manager Switzerland), Björn Christ (Director Trade Marketing & B2B). Concept & overall project responsibility: USP Partner. Stand construction and logistics: Eurexpo.