10x Points Yoghurt Category Event
To break through routine buying habits in a low-dwell zone, Cartology launched a first-to-market, three-week category takeover across the Woolworths yoghurt and chilled dessert aisle.
Total Category Sales
Unit Sales (24.15M units)
Sales in Yoghurt Pouches
Campaign Background and Objectives
The yoghurt and chilled dessert aisle is traditionally a low-dwell, high-habit zone where shoppers buy on autopilot. This rigid routine makes it incredibly difficult for brands to drive incremental volume, introduce new products, or win back lapsed shoppers.
The key campaign objectives were to:
Deepen category engagement by disrupting routine customer habits.
Boost brand volume, win back lapsed shoppers, and drive customer penetration.
Connect digital loyalty incentives with physical in-store conversion to provide ultimate customer value.
Habitual Buying Autopilot
Shoppers in the diry and chilled dessert aisle stick strictly to familiar routines, meaning traditional stand-alone product placements often fail to disrupt their low-dwell habits.
Dual-Incentive Value
Customers are highly motivated when digital loyalty rewards are paired directly with physical, immediate in-store savings, transforming a discretionary purchase into a strategic "points hack".
Seasonal/Segment Momentum
Aligning a major category push to specific seasonal calendar events such as Back-to-School (BTS) and dedicated Pouch Week, creates a natural volume spike for target segments like kids' yoghurts and single-serves.
The Solution
The campaign shattered category stagnation by launching a first-to-market, three-week category umbrella activation that delivered a powerful dual-incentive to shoppers. Backed by a significant Cartology media investment, the commercial, Rewards, Cartology, and Woolworths teams aligned to offer unprecedented value beyond just standard pricing.
This campaign is a testament to the power of using the whole Woolworths ecosystem harmoniously. Deep collaboration between teams allowed the campaign to show up cohesively, leveraging insights and familiar EDR branding and building customer trust with a shared goal of providing value to our customers and exposure for brands.
The omnichannel strategy rolled out using:
In-Store Media Takeovers: Highly visible in-store execution, including featured Full Floor Media takeovers across eight premium national locations and four dedicated shelves on the Dairy Promotional Display.
Digital & Print Brochure Support: Heavy amplification via a front-page catalogue presence and a dedicated double-page spread.
Strategic Promotional Pulsing: The multi-week event was aligned to the April Back-to-School period, featuring a targeted "Pouch Week" during week two that offered a deep 30% off promotion across all yoghurt pouches (excluding own brand) alongside the points multiplier.
The Results
The 10x Points Yoghurt event successfully disrupted the aisle, capturing market share and unlocking massive growth across all key segments. By pairing immediate price promotions with an unlimited 10x Everyday Rewards points booster, the omnichannel activation repositioned the category into a high-value shopping destination. The campaign delivered massive volume growth and sales uplift.
Total Category Sales: A +21.62% increase versus last year.
Volume Growth: Sold 24.15M units, an increase of +15.03% YoY.
Basket Value: Driven by an +8.98% increase in spend per customer.
Market Share Expansion: Total category market share grew by +100bps YoY (with single-serve up +210bps, kids' yoghurts up +140bps, and desserts up +530bps).
Pouch Week Landmark: The 30% off pouch sub-activation hit a record in total sales (+42% YoY) and shifted 5.8M individual units.
%20(1).jpg "The end of the silo: Why Unified Planning is the new standard for brand growth")
