The Broderick Group, together with Walkers has released details of the successful launch of Market Deli crisps into the vending market – a launch that has reverberated far beyond the vending sector. Sooner than many outside the industry thought possible, on-screen advertising is beginning to deliver on its potential…
‘We’ve been saying since ‘Day One’ that The Broderick Group, with our state-of-the-art vending machines, is the ideal partner for FMCG companies bringing a new product to market. New Market Deli, a premium potato crisp product from the makers of Walkers, proves our point’, MD Johnny Broderick told PV.
New Market Deli is positioned as ‘a delicious range of premium snacks made with the finest, real ingredients sourced from around Britain and Europe, designed to deliver consumers the most authentic, tastiest flavours.’ The brand was launched in August 2014 nationwide, in both Sharing and Single Serve formats.
The Single Serve 40g range, which was featured in Broderick’s vending machines, comes in three ‘mouth-watering flavours’, each featuring ‘delicious, real ingredients’. There’s Mature Cheddar from Cornwall, aged Balsamic Vinegar of Modena and Flame Grilled Chorizo from Spain and together, says Walkers, ‘they provide plenty of variety for those consumers who have a passion for food.’
Walkers partnered with the Broderick Group from the beginning to launch Market Deli Single Serve 40g in the OOH channel.
‘We worked closely with Walkers to create a vending execution plan, designed to communicate the taste credentials and premium quality of Market Deli’, Mr. Broderick said. ‘Firstly, we earmarked several high profile, premium sites, including MAG, (Manchester Airport Group); Manchester Metropolitan University, (MMU) and Liverpool John Moore’s University’, MD Johnny Broderick recalled. ‘Taken together, these sites deliver a footfall of over 200,000 consumers. Secondly, we featured the Market Deli TV advert across our HD screen machines, which not only ensured great exposure for the brand at point of purchase, but also drove awareness of Market Deli’s ‘foodie’ credentials, directly influencing product selection at the moment of purchase.’
Sales through The Broderick Group’s vending park has contributed 60% of total Market Deli Vending volume and a head-turning 25% of total Market Deli OOH volume.
Walkers ‘has achieved great success’ from the partnership: 17 weeks after launch, sales through The Broderick Group’s vending park has contributed 60% of total Market Deli Vending volume and a head-turning 25% of total Market Deli OOH volume. As a result, the share of space in the machines held by Market Deli products has also increased from 50-70%.
Stephen Hendry, Walkers OOH National Account Manager, said that ‘the key to the success of this activity with the Broderick Group was the speed with which they executed the plan to capitalise on the TV advertising and media launch campaigns.’
‘We were taken aback to discover the extent to which our success has underpinned the future of the brand.’ Johnny Broderick.
‘The success of the launch of Market Deli didn’t surprise us’, Johnny Broderick said, ‘but we were taken aback to discover the extent to which our success has underpinned the future of the brand. Market Deli is an outstanding new product and we believe that we can deliver similar success for other FMCG offers during their introductory periods.’
The Broderick Group claims to be the first vending operator to maximise the potential of video screen technology. ‘Whilst others were content to run videos of ‘your coffee is being made’, we saw the opportunity to promote brands and services to customers as never before’, Mr Broderick said. ‘We’re delighted that Deli Market has enjoyed the benefits of our ‘point of purchase’ power.’
