Mondelēz Foodservice: Healthcare Snacks Campaign
Challenge
Mondelēz Foodservice wanted to increase its Snacks category penetration among the Healthcare segment. The Category Marketing team developed a tool kit to help Healthcare facilities increase non-patient snack sales. The tool kit contained free POS aids and an interactive online tool that suggested the optimal snack mix by day part and cafeteria visitor demographic. With a limited sales force, Mondelēz needed help identifying the highest value prospects.
Strategy
Mondelēz and our Wunderman team partnered with Premier, a leading Healthcare Group Purchasing Organization, to obtain access to their customer data. By cross-referencing the Premier snack purchase volumes with Mondelēz sales data, we identified high volume customers with the lowest Mondelēz penetration. The top customers were assigned to sales representatives. The remaining customers were targeted with a direct mailer and email follow ups, driving to the toolkit microsite, where they could order POS aid and interact with the online snack optimizer. The partnership proposal, planning and relationship management as well as analysis, targeting, segmentation, data processing and reporting fell under my supervision.
Results
- 113% lift in microsite visitor traffic
- 56% increase in POS aid orders
- 9% average increase in sales (18% increase among the top customers)
Olie Navrotska 