Since launching in February, Britvic and PepsiCo’s Transform Your Patch campaign in partnership with Groundwork has been engaging consumers in a bid to transform outdoor spaces across the country.
Supported by four celebrity ambassadors including Robbie Savage and Denise Van Outen and heavyweight marketing activity, research shows strong recognition of the campaign and that conversion from awareness to purchase of the drinks involved has increased significantly .
The Impulse channel has been quick to activate Transform Your Patch, from Cash & Carry depots supplying their customers, to retailers and their outlets getting involved.
To date, over 100,000 pieces of campaign POS have been distributed and this scale of involvement has helped drive incremental soft drink sales through feature and display, with retailers linking to their local projects to improve relationships with their consumers.
The campaign has also been backed by trade bodies such as the FWD, with champion stores and best practice guides highlighted through the My Shop is Your Shop campaign.
In addition, Transform Your Patch has attracted over 49,000 consumer likes on Facebook so far, while the campaign video has been viewed over 256,000 times.
With 20,000 voting online for their pick of transformations, hundreds of sites have now been worked on.
These include Peckham Town Football Club, which has had its 5-a-side pitches transformed by football pundit Robbie Savage, and an area of open land in Ovington which has been transformed into a play area and hub for the local community, with the assistance of Emma Willis.
One of the numerous convenience retailers who have activated the Transform Your Patch campaign in their store is Angela Jones, Manageress of Bell Service Station Spar in Belbroughton, Worcestershire.
By utilising a range of Transform Your Patch POS to ensure the campaign is at the forefront of shopper’s minds, this has helped Angela increase sales by 56% within a two week period. She comments, “I believe that the Transform Your Patch campaign really helps my customers and their communities, and we also benefit from additional sales.”
Following the success of the campaign so far, August will see Britvic work with thousands of convenience outlets within one mile of Transform Your Patch sites.
The chosen stores will be given further support to reinforce their position at the heart of the community, with five lucky winners receiving £1,000 worth of local media spend.
Jonathan Gatward, GB Marketing Director, at Britvic Soft Drinks, said:
“We knew 2012 would be a really important year for retailers and with so much going on we wanted to tap into the community spirit sweeping the nation.
“We’re delighted that we can not only say that Transform Your Patch has helped boost sales of soft drinks for retailers, but that it is also leaving a lasting legacy that communities will remember and enjoy beyond 2012.
“Local convenience stores provide a unique service which puts them at the hub of their community.
“This campaign gives retailers a point of difference to help their store stand out whilst showing their support for their local area.
“It’s not too late to get involved and we’d urge retailers to do so if they haven’t already by visiting www.transformyourpatch.com/trade.”