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Cadbury's sweetens fuel station forecourts
Forecourt Media has executed a month long campaign for new client Cadbury's PS chocolates to generate consumer awareness through visual exposure at 40 fuel stations. LED screens, placed by Optimedia, were used to intensify consciousness and increase sales of the product by reminding forecourt visitors of its nearby availability.
Most convenience store customers live within a 5km radius of the garage they usually frequent. Research indicates that 52% make a stop for fuel, of which 21% visit the convenience store while the vehicle is being fuelled.
"Besides stopping for petrol, 'fill-in' purchases like bread, milk, cigarettes, and impulse buys, which include chocolates and chips, are the norm. Forecourt Media identified an opportunity for Cadbury's PS to leverage the forecourts' convenience shopping environment," said Andrew Kramer, MD of Forecourt Media.
