Sara Lee: Hy-Vee Bread Aisle Reinvention

Client: Sara Lee | Agency: Launch Creative Marketing | Role: Creative Director | Award: Silver Award – P-O-P Times' Design of the Times

Challenge

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. 

Strategy / Making it Happen

First, we sought to help shoppers find bakery products quickly and efficiently. Next, we searched for methods that enhanced consumers' shopping experience. Lastly, we acted to increase overall category sales for breakfast, grilling, lunch, sandwich and specialty bakery products.

We designed the display to be intuitively simple and easy to set up, while producing powerful results. Graphics, including appetizing food visuals, were created specifically for the store segments. Also, to continue shoppers' familiarity with the stores, the header structure was developed using the existing store gondola shelving. Furthering consumer shopability, a low profile header system was used to keep a clean store environment. Meanwhile, to help boost category sales, Sara Lee's products were re-merchandised for the new shelf sets, distinctly standing out from the competition.

To create an innovative solution that was not a burden to use, the header system had a modular design that could adjust to any length needed. Its ease of use and simple construction provided great flexibility and customization for each store. Creating the system to work on both wire and metal shelving allowed it to be adaptable to its surrounding. Also, the graphics are easy to slide in and out, and therefore can be arranged to align with all segments within a store.

Results

Although specific numbers are confidential, sales did increase versus prior year-to-date. The new header system made it easier for consumers to shop and find what they were looking for. The client deemed the system a success and it is being installed in additional markets.