The mission was to generate brand awareness, increase share of market and distribution in small and medium stores.The project had to achieve two important segments: petcare and food.It was necessary to determine an efficient way to reach the consumers and influence them in the purchase decision.

The radio was used with a differentiated approach, reaching an average of 3.0 million potential consumers per month in the purchase act.The relationship between retail and Nestlé became extremely better, reflecting directly on sales return and brands recall.

Retail was motivated to be a Nestlé partner, because he could increase local sales opportunities and have different offers to consumers. Besides that, Nestlé could increase distribution and impact consumers according to the needs, minimising any competition action. Consumers were influenced by this communication and most of the time prioritising Nestlé brands in the purchase list.

More than 750 supermarkets and 250 pet shops were used by Nestlé radio, leveraging sales and distribution in different regions, with 14 hours of programming, of which 30% was exclusively dedicated to Nestlé brands.The most important characteristics of the radio vehicle were explored inside stores, encouraging local actions and aggregating value to the brands, involving the community in a regional language.

Show how your innovative media strategy represents a new, consumer insights-based approach, gaining extra receptivity for the brand’s message and strengthening the brand’s connections with consumers.

The main idea was to have an incentive plan for retail (small and medium stores) and to be where consumers make decisions to influence them in the purchase act. An innovative project was implemented: radio inside pet shops and supermarkets, adding values to the brands, announcing new launches, promotions and offers. Retail had free access to the satellite signal of an exclusive Nestlé radio station, and could use part of programming to announce its products, thus including Nestlé brands in the store. The Nestlé radio programming was composed of: music, Nestlé communication, and local trade messages.

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