McVities win +£1.7m in additional retail sales with our innovative 3D designs

McVitie’s were the proud sponsors of the 2022 season of Britain’s Got Talent (BGT). Consequently, they secured 8 weeks of back-to-back mega display activity in-store. To capitalise on this opportunity, McVities tasked DS Smith to create three bold and visually disruptive displays- and we really delivered!

Introducing display number one: The Golden Buzzer

This modular solution consisted of six quarter pallets which were supplied pre-filled with price point headers and additional theatrical elements. The impactful star and recognisable "golden buzzer" from the show referenced their competition which gave shoppers the chance to win tickets to attend the BGT final with every purchase. 

The first display of the collection was the Golden Buzzer: offering shoppers the chance to win tickets to the BGT final.

Overall, the giant buzzer display, which was placed within ASDA, drove almost 40,000 competition entries for its corresponding prize draw and over 39,000 marketing opt-ins across the entire length of the BGT campaign. Moreover, the unit wasn't just a hit with shoppers, it was also praised by POPAI judges who have nominated it for a 2023 POPAI award within the entertainment and leisure industry category.

Introducing display number two: the BGT Mini

The second display, also placed in ASDA, showcased a variety of McVities products in various flavours to appeal to a wider percentage of shoppers in-store. It was shoppable from both sides and successfully retained space across the 4-week competition period. Its ability to cut through the noise of a busy retail environment was evidenced by consistent entry figures of over 1,000 entries per week in all 4 weeks and achieved a total of 6,300 entries during the promotional period. The combination of both the Golden Buzzer & Mini displays contributed to an impressive uplift of over +£1.3m in RSV in ASDA versus the previous year.

The second display resembled a Mini in reference to shoppers chance to win a car if they purchased a promotional product.

Introducing display number three:  The Golden Bars

The final display won space at front of store within Sainsbury’s after winning their front of store nomination process. Given that the pallet footprint was small, there was an additional complexity to incorporate all the key brand and promotional communication elements. Our solution was to elevate the 3D parts into an arch above the pallet to create a sense of scale and draw shoppers in. By designing creatively the final solution overcame this challenge and managed to be both striking and fun! Overall this final design helped drive mass awareness of the BGT McVitie’s Partnership and resulted in  5,400 competition entries which generated a further +£380k in RSV from display SKUs!

The final display won space at Sainsbury's front of store due to its eye catching design

In total the 3 displays were a huge success. Across the BGT activation they delivered  +£1.7m in RSV for the featured brands versus the previous year and simultaneously helped McVities maximise their brand impact with shoppers in-store.

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