How we did it
Mars Food partnered with Acosta to rebrand and relaunch one of its flagship product lines. As a trusted execution partner, Acosta implemented a full suite of customized solutions to ensure a successful rollout with national implications.
Acosta’s vertically aligned leadership team was pivotal in several top-to-top retailer meetings, successfully negotiating re-introductory fees to save over $1.3 million in slotting fee savings. The savings allowed Mars to reinvest in accelerating speed-to-shelf and boosting awareness for the relaunch.
Acosta’s Headquarter Sales teams revamped the promotion strategy, helping Mars efficiently sell through old packaging more quickly while ensuring a smooth supply flow of new branded packaging. They collaborated with Acosta’s Space Management and Business Intelligence teams to use the rebrand as an opportunity to execute a corresponding sales strategy to close core voids and launch innovation. The strategy paid off, driving a 34% increase in total distribution points (TDPs).
Our sister shopper marketing agency designed, printed and placed over 404,000 on-pack instant redeemable coupons (IRCs) and over 230,000 rebranded shelf pusher point of sale (POS) displays in over 15,350 stores in just eight weeks. Additionally, merchandising teams re-tagged over 226,800 items to ensure complete alignment with the new brand positioning.
Acosta Group’s Connected Commerce team continuously verified and updated content across e-commerce platforms, ensuring that images and messaging were up to date with the rebranded product line.
Our comprehensive and strategic approach has led to a 10%+ increase in both sales and units since the relaunch. As a result of this work, Mars recognized us as their Regional Grocery Team of the Year.
“Rebranding our hallmark brand while reintroducing our full portfolio coming out of COVID was no easy task. I’m extremely proud of how our partners at Acosta faced the challenge, viewing it as an opportunity to elevate the conversation with our retail and distributor partners to position the category for the next phase of growth and expansion.”
Beau White
Director of US Grocery, Mars Food