SK
Hamé has been the main partner of Czech biathlon since 2013, which is the most-watched winter skiing sport in the Czech Republic. In connection with the upcoming Biathlon World Championship, which will be hosted by Nové Město na Moravě in the first half of February, the brand decided to support the mentioned cooperation also with an in-store campaign, now engaging customers in Albert hypermarkets.
The striking shop-in-shop evokes a skiing atmosphere through the silhouette of a mountain. The implementation is unmistakable, of course thanks to the yellow color – typical for the brand – but also due to dominant elements in the form of a medal and an athlete. Hamé has long used the faces of our biathlon representatives in various campaigns.
“The goal of the display was to support awareness of the Hamé partnership and to increase sales of the entire pâté category,” says Barbora Hybnerová, Shopper and Customer Marketing Specialist at Orkla Foods Czech Republic and Slovakia. “The claim of the entire campaign ‘Take the Gold!’ – combined with the photo of the athlete – promotes the sporting spirit and encourages victory. At the same time, this double-meaning claim is meant to encourage consumers to take their own golden Májka,” she adds.
The structure of the display is made of corrugated cardboard and carton, with the ability to hold a large stock of products, which are easily accessible to shoppers from all sides. In addition to pâtés, it also presents fish spreads to consumers.
It also contains one bonus interactive element. “We also incorporated a game part into the creative solution – a puzzle with the image of a biathlete. This way, we offer consumers the opportunity to calmly choose the right snack, while children can play with the creative feature,” adds Marie Marcoňová, Senior Project Manager at DAGO.
Translated using AI
