Published online: Mar 16, 2010
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The USPB developed retail POS material that capitalizes on the "Peel Back the Truth" ad campaign success by utilizing the same images.
In addition to traditional signage, the USPB developed balloons as a new and unique way of displaying the USPB campaign signature at retail. Schnucks was the first retailer to test the new concept, supported by an 11x7 sign with recipe tear pad. By incorporating signage at the point-of-purchase, the industry is able to educate consumers on nutrition, variety and usage information.
The balloons and 11x7 sign at Schnucks drove category performance beyond the control stores within the chain. Test stores outpaced control stores in terms of average weekly volume and experienced 1.4 percent growth beyond control stores compared to the prior year. The balloons and 11x7 signage did not drive category performance beyond the competitive market; however, pricing and promotions may have also been a factor.