Unlocking a shopper campaign’s true impact for a leading UK coffee brand

The Need

The shopper marketing team at a leading UK coffee brand needed to understand the performance of their promotional campaign which ran nationwide in Asda.

Our Approach

Opinium provided a two pronged research approach amongst Asda instant coffee drinkers. Conducting an in the moment consumer engagement study to evaluate the whole campaign at the point in time when consumers engaged with it.

The second element was a national online shopper exit survey taken within 24 hours of the shopper trip, highlighting the impact on purchase behaviour.

The Outcome

Both elements of the research combined to provide guidance for the future. Highlighting in-store as the most consumed touchpoint but ineffective on influencing purchase behaviour. The campaign creative was received positively but had failed to impact behaviour. The client therefore reviewed content and activation to optimise future campaigns based on the findings.