The advertising surrounding Superfridge is the most critical factor in gaining consumers' attention to your brand's Superfridge event. The more consumers it can attract, the greater the sales potential.
The posters surround the Superfridge unit and comprise the largest advertising space in a supermarket. Their purpose is to attract shoppers from 30 - 40 feet away.
Try to keep the advertising as visually simple/clear-cut as possible. If possible, view layouts - at the final size - from a distance. Type size and style are important considerations. One dominant element is preferable.
Brand identification - either through use of a logo or package shot - should be prominent. Unless new or unique, the package itself is less important for Superfridge than for other forms of advertising. Consumers don't have to seek it out. It's right there.
Appetite appeal can be most helpful in creating the purchase impulse.
If it is NEW - SCREAM IT!
Use colors judiciously. Contrast is important and can improve readability. Remember, "white" is a color.
Please complete the message. Although the execution needs to be visually arresting, your advertising still must be compelling. Consider including "reasons why" and especially a "call to action." Shoppers need to be told. The shopping cart replaces imagination. While this Superfridge element is called a "poster," it is still an "advertisement."
The riser card is fastened perpendicularly to the top of the unit. The large area should be used to extend or reinforce the brand's poster copy. The smaller area on the right contains pricing information.
The riser card can be used to complement the advertising on the posters. It does not need to repeat the same points. Use it to convey additional information: flavors, sizes, benefits, usage occasions. Suggest that consumers "look for other varieties" at the brand's normal location – if applicable. Or, tie-in an element of the brand's ongoing creative to cue back "yesterday's" forgotten message, to help make it more productive. It can also be die-cut to feature a specific element.
Our specifications for the riser card request that no "live" copy be placed on the right portion (5") of the card. This is the area in which our merchandisers place store pricing. This area can be white; or, a background color can be extended to bleed to the right of the card.
Superfridge can also accommodate tear-pads. They fasten to the same clamp that holds the riser.