Jarlsberg Month
A truly integrated campaign, driving in-store trial with a category-first sampling mechanic.
new-to-brand customers
repeat customers
retail sales volume growth YoY
Background & Objectives
Faced with declining sales and at-shelf visibility issues, Jarslberg sought to create an in-store experience to draw in new customers, and re-engage lapsed brand loyalists.
Cartology Solution
The omnichannel solution leveraged touchpoints in contextually relevant environments to engage active category customers throughout their grocery journey.
Connecting messaging through the line, the solution delivered consistent brand messaging, activating assets to inspire customers and create a strong, unmissable brand prompt in the moments that matter most.
In-store
The in-store environment played a critical role in the campaign with recipe inspiration across Deli screens, In a category-first, the campaign leveraged an at-counter sampling mechanic, supported by ‘try before you buy’ messaging across key POS assets, to generate in-store theatre and drive customers to trial.
Digital
Search display and category roadblocks on Woolworths.com.au ensured the Jarlsberg campaign message reached a broad range of category shoppers, while re-engaging lapsed customers.
Media First
A category and media first saw customers provided with a product sample or Jarlsberg at the Woolworths Deli counter. The activation gave customers a tangible experience of the brand and further established the product's quality messaging.
Campaign Results
The campaign was a huge success with +44% growth in Deli and +77% growth in Dairy and was recognised as Cartology's Best Small Supplier and 2023 Campaign of the Year.
"Our campaign in collaboration with Cartology achieved outstanding sales results which demonstrated the effectiveness of a through the line campaign that leverages the strength of the Jarlsberg brand."
