How Connoisseur Cracked The Freezer Aisle
A strategic retail media mix disrupting shopper habits to drive massive penetration and growth in low-dwell freezer aisles.
growth in units sold YoY
Light Buyers YoY
increase in brand consideration
Campaign Background and Objectives
Cold Facts, Hot Results: How Connoisseur Cracked The Freezer Aisle
The freezer aisle is highly competitive, visited by only 55% of shoppers with a 95-second median dwell time. Connoisseur needed to break routine habits, drive mental availability, and win active shoppers during the Christmas trading window by converting light buyers before they reached the aisle.
Strategic Omni-Channel Mix
Combined Digital, Retail Out of Home, and Front of Store screens to prime shoppers at store entrances and key proximity points.
Dual Creative Levers
Hooked active consumers by highlighting the Woolworths Exclusive Black Forest flavor alongside a sharp half-price promotional offer.
Targeted Light Buyer Priming
Interrupted non-habitual purchasers early in their journey to build top-of-mind awareness before key purchase moments.
The Results
The campaign successfully thawed out bypassed aisles, delivering a +70% surge in units sold YoY and a +57% lift in light buyers. Proximity targeting drove a +4.7% boost in brand consideration and +5.6% ad recall in ROOH locations, proving that early disruption dramatically expands brand footprint and customer penetration.
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