Costa is very well known for quality coffee and sweet indulgence, but customers often saw the savoury/impulse food offer as an afterthought due to the location and presentation of the range. With traditional food players increasing their coffee quality there was real impetus to improve the range and perception of quality.
Our solutions had to provide value to the customer, be commercially viable and where possible, provide a competitive differentiation.
OUR STRATEGY: FRESHLY TOASTED
We focused on the most iconic product, toasties, as a vehicle to drive a new freshness message to improve perception and create desire. 40% of customers make the decision to purchase food once in store. Over 70% of those purchasers are influenced by the visual impact of the products on display so we took the opportunity to view this brief through the lens of the entire customer journey. We developed stronger visual merchandising activations for the food, offering to increase awareness with consumers whilst at the same time improving quality perceptions. Every touchpoint was considered, from which products to focus on, display of product (position, packaging and fixture), and use of communication in store to capitalise on key decision and dwell moments in the customer journey.
MAKING IT WORK IN THE REAL WORLD: 3 GUIDING PRINCIPLES
1. Make it simple and credible – we single-mindedly focused on the idea of fresh from the grill and simple visual mnemonics to drive perceptions of quality, with the line, ‘Freshly Toasted All Day, Everyday’ line, across all communications, name checking ingredients as a reason to believe.
2. Drive sensory appeal – we rely on our senses to tell us when something feels ‘fresh’ and ‘natural’, so we introduced the iconic bread shaped communications and natural textures to improve sensory appeal of fridges and surrounding areas.
3. Joined up the journey – In a first for Costa we delivered a clear joined up communication and merchandising approach delivering the right information at the right point in the journey from high-level, eye-level and buy-level, all held together visually with a simple iconic visual style.