Superfridge builds shelf sales on non-participating product variations

Build Shelf Sales

The Superfridge program is fundamentally advertising-based, and does not steal shelf sales to account for the sales from the display unit. 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 over 20% of the brand's incremental unit sales volume during the Superfridge event.

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.

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Percentage of Incremental Unit Sales Volume From Non-Participating Shelf Varieties
Stouffer's Skillet Sensations	Kroger/Louisville	20%
Stouffer's Skillet Sensations	Jewel/Chicago	28%
Pillsbury Cookie Dough	Vons/Los Angeles	28%
Pillsbury Cookie Dough	Tops Buffalo	18%
Pillsbury Toaster Strudel	Acme/Philadelphia	23%
Mrs. Smith's Pies	Vons/Los Angeles	63%
Uncle Ben's Rice & Pasta Bowls	Albertson's Los Angeles	28%
Uncle Ben's Rice & Pasta Bowls	A&P New York	20%
Edy's Fruit Bars	Kroger Detroit	15%

Advertising appearing on Superfridge sells product sooner and later. From the Superfridge "showcase unit" and from the stores' shelves.