Superfridge acts as a catalyst that captures the shopping audience's attention. Synergy created by placing a brand's equity based, out-of-store advertising, into the buying environment on highly visible dedicated displays increases brand awareness, brand sales, and an "Advertising Halo Effect" helps increase a brands' total line sales.
Superfridge delivers the same message that appears in traditional media - to the same consumer – but does so in a brand's most important environment – the point of purchase. Advertising appearing on Superfridge contributes to increasing brand awareness, building brand equity ... and provides an opportunity to immediately sell more product than can be attributed to - or expected from - the same copy appearing in a more traditional advertising medium.
Advertising Halo Effect
The Superfridge program is fundamentally advertising-based. The intrusive nature of a brand's Superfridge advertising achieves the immediate response of shoppers purchasing SKUs featured in the Superfridge unit, and because the brand's imagery remains top-of-mind, shoppers will also purchase items from the brand's normal shelf location. The "Advertising Halo Effect" to the brand's shelf SKUs is documented in sales data - shelf based SKUs will, on average, account for 20% of the brand's incremental unit sales volume during Superfridge events.
When Chocolate Chip Eggo was introduced, the brand's Superfridge event sold 101 incremental units per store of the featured product. Another 50 incremental units per store were sold of other varieties from the brand's shelf location - varieties which were not part of the Superfridge event. Superfridge contains the largest advertising space in a supermarket: If it says, "Eggo" - - - Eggo will benefit... not just the featured varieties, but the entire line.
