Project Description

Uncle Tobys O&G display

Uncle Tobys Image 1
Uncle Tobys Image 2

Background:
Oats are usually seen as a winter food, accompanied by sugar or honey to make it more exciting. Uncle Toby’s launched O&G, a range of oats that were in line with what consumers wanted – deliciously wholesome with added flavours that incorporated nuts, fruit and other grains, not just oats.

Insight:
Young transitional shopper spend a lot more on ‘experiences’ and this tends to weave into spending more on premiums foods. Design for them, the O&G product brings breakfast to life for them and also most conveniently being in packaging that reflects the way they consume. These shoppers tend to do a quick basket shop every few days, often skipping aisles: Footprint of the display to be small enough to fit in high traffic areas, but also highly creative, emotive with high level of appetite appeal. Display to reflect the premium nature of the product.

The Challenge:
• Create an in-store point of sale display that reflects the premium nature of the product.
• The display needed to also be a small footprint designed for inner city urban stores.
• Generate awareness of Uncle Tobys O&G and entice trial.

The Activation:
More than just a tower unit! The concept is slim, and flexible being able to hold single serve packages and home packages. Extra branding space was added to drive home key messages. The silver print looks premium whist highlighting the key brand colours; greens and yellows. The 3D spoon is the perfect devise to showcase the healthy but delicious breakfast choice. Materials: Screen printed using CMYK + Silver PMS + Gloss and Matt varnishes on twin B-flute cardboard. Die-cut and packed into small cartons and assembled by field merchandisers in 10-15 minutes. Functions and uses: Small footprint and easy to move around. Print on the back of the unit allows for 360 degree branding. Trap door handle to make moving in-store easy.

Skills:

  • Retail point of sale

  • Print

  • Display

  • Innovation

  • Design

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