Client: Sara Lee | Agency: Launch Creative Marketing | Role: Creative Director | Award: Gold Award – P-O-P Times' Design of the Times
Seeing an ever-expanding growth in category competition and products, Sara Lee contacted us to help sustain it as an innovator and leader of the Fresh Bakery category. Market research indicated that disorganization and lack of consistency in bread aisle merchandising systems annoyed consumers and slowed down the shopping experience. Because of this situation, marketing objectives were established to effectively resolve these issues.
We developed a low-profile header structure that integrated with existing store gondola shelving while creating a fresh clean look. Graphics were designed specifically for the store segments and included appetizing food visuals. Sara Lee's products were re-merchandised for the new shelf sets, distinctly standing out from the competition.
The header system was modular and could adjust to any length. This provided great flexibility and customization for each store. The system could work on both wire and metal shelving. The graphics were easy to slide in and out, and therefore could be arranged to align with all segments per a store.
The new header system made it easier for consumers to shop and find what they were looking for. Sales increased versus prior year-to-date. While specific numbers are confidential the system was deemed a success and is being installed in additional markets. The system was also installed in the Kitchens of Sara Lee R&D facility.