Does advertising really help food & drink brands gain shelf space?
The short answer is, yes.
Advertising plays a significant role in helping brands secure retail listings. The outcome will depend on multiple factors, but generally, retailers want to see a brand supported with marcoms. Although not a definitive list, here are a few areas advertising can help brands gain listings.
Brand Awareness: Fame’s the name of the game here and whilst not all brands have the budget required to achieve this, when retailers see that a brand is supported with advertising and is recognised by consumers, they may be more inclined to stock their products.
Demand: When consumers actively seek out a brand's products, retailers are more likely to want to stock those items to meet customer demand and capitalise on potential sales.
Market Positioning: Effective advertising can help to position a food brand as desirable and competitive within the market. Retailers are often interested in stocking products from brands that are seen as innovative and capable of driving sales, even more so if these sales are incremental to what is already selling in that sector. Retailers are interested in growing sales in a sector, not merely replacing one brand for another.
Supporting Sales Presentations: When food brands pitch their products to retailers, having a strong advertising presence can support their case. It provides evidence of the brand's marketing efforts and potential for success, making it more compelling for retailers to consider listing the products.
Data and Insights: Advertising campaigns generate valuable data and insights into consumer behaviour, preferences, and purchasing patterns. Food brands can leverage this data to provide retailers with valuable market intelligence and insights that demonstrate the potential for success in their stores. Even brands that have modest budgets can take learnings from more cost effective regional campaigns that will give retailers the confidence to extend a brand listing.
Fancy doing something Cheeky together? Talk to us about how we can help support your brand in securing listings.