Grilling belongs to summer and that is why Co. Povltavské mlékárny (Bongrain) decided to simplify and make pleasant as much as possible such actions to shoppers in co-operation with our company. At one point within the thematic POP promo-spot, people can find everything necessary for grilling: coal, grill, marinated meat or cheese, spices, marinades and last but not least also beer in a practical package. All products are of Czech origin. Our company provided technical development, production and logistics of the whole campaign.

Michal Vrbka, Category&Trade marketing manager of the company Bongrain CZ, adds: „Grilling is becoming more popular for our consumers (as we see it from sales of our Hermelin cheese for grilling), and so we decided to offer our customers a comfort of thematic shopping at one point.”

Preparation of the campaign began in early 2013 already, when Michal Vrba contacted producers, whose portfolio is adherent to grilling. Condition for participating in this project was that the products must be produced in the Czech Republic. Companies as Povltavské mlékárny, Plzeňský Prazdroj, Schneider and Spak participated in the final project. „This project belongs among first projects of the “cross category” type managed by a supplier for retail chains (i.e. promo action including products from more categories produced by different companies). We have prepared its graphic form with an agency Gevak. Technical development, production and installation was realized by a company Dago. We realized the whole project in June with the chain Insterspar Czech Republic. Based on the positive feedback from customers and mainly from the Interspar management we agreed to prolong the whole event also for July,” Michal Vrba described details of the campaign.

Lets briefly summarize some visual features of used POP media. The original composition of the whole exposition in combination with contrast and compact colour design ensures 360° visibility and ability to attract attention of customers. Graphical abstraction of live coal and good visibility of products encourages impulsive buying of displayed products, respectively inspires for action and reminds customers of their possible need.

In summer, this promo action took place in selected stores of the retail chain Interspar and rightfully aroused great interest of shoppers.

Photogallery