BELLA NAPOLI POS placement

The pandemic calls for finding new ways. Of course, this also applies to the task of getting the pizza shopper’s taste buds with POS marketing. In this case, of “Bella Napoli”, the new “major project” of Original Wagner. Where the UGW usually whetted appetites with the pizza slice on the hand through staff-assisted tasting campaigns, in 2021 an attention-grabbing campaign was to pave the way to the frozen food chest.

At the same time as TV and online activities, the aim was to make the product features tangible at the POS – especially the pizza size of “Bella Napoli”. The idea 20 flagship stores of Edeka, Rewe, Markant, V-Markt, Famila and Globus benefit exclusively from a communicative all-round carefree package.

Even in the parking lot, a large-format billboard projects the product USP 3-dimensionally above the format. Right in the entrance area, a llama column welcomes the shopper before the attention-grabbing POS radio spot leads him to the second placement chest. This is already visible from afar through the archway above – designed for target-oriented long-distance effect. At the chest, the shopper is then rewarded not only by the tasteful new product itself, but also by a coupon-based cashback promotion. This ensures satisfaction even after the purchase and product enjoyment.