Puppy Love

The Challenge

During our long-standing relationship with Andrex®, we have been fortunate enough to execute some of the most successful and impactful promotions in UK promotional history. From breaking the cycle of costly giveaways to raising thousands for charity, increasing brand loyalty to creating category excitement, together we’ve successfully tackled challenge after challenge.

Applying Buyologic®

Over the years, we have built a deep understanding of the toilet tissue category and how shoppers behave. This has heavily informed our A to Buy® tool, enabling us to create exceptional sales promotions, including raising almost half a million pounds for Comic Relief, achieving the highest ever Tesco Clubcard promotion entry rate and, most memorably, being the agency that launched the first ever puppy in-pack promotion.

Working closely with sales, marketing, category and insights teams – as well as spending two days a week at Andrex® offices – we have been able to bring Buyomechanics® to life through daily discussions about retailer management. This has helped meet their ever-evolving challenges and secure feature space that is so vital in a commoditised category.

The combination of our customer and shopper understanding, with continually improving media selection via Buyometrics®, has created real market success for Andrex®. We became the brand’s lead agency for the relaunch of Andrex Washlets® resulting in double-digit sales growth for three consecutive years.

Tools

Barriers Analysis

Customer Engagement Approach

Shopper & Experiential ROI

Shopper Journey Planning

Strategies on a Page

Touchpoint Priorities

The Results

£450k

raised during one Comic Relief promotion alone, £25k over target!

1st

ever puppy-in-pack promotion

63.2%

entry rate for a Tesco Clubcard promotion (the highest ever)

“For over 20 years, smp has been an essential strategic partner for Andrex®, not only in delivering long-term business goals, but offering an indispensible input at both a customer and brand level, as well as a deep understanding of what truly resonates with shoppers.”

Matt Stone

Marketing Manager, Family Care

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Get in touch

Got a question, query or just want to find out more?

Contact Mark Burgess on +44 (0) 203 923 4831 or +44 (0)78 0903 0523. Alternatively, fill out the form below and we’ll get back to you before you know it.