Introduction
LiveLighter® used point-of-purchase (POP) advertising placements at a leading independent retailer in regional Western Australia to display healthy eating and drinking messages across selected stores, with sales data indicating the tactic positively influenced the purchasing behaviour of consumers.
Method
POP advertising was employed for two distinct LiveLighter® campaigns: Eat Brighter LiveLighter (EBLL) and Sugary Drinks. The EBLL ads use colourful imagery of fresh fruit and vegetables to encourage adults to buy more fruit and vegetables, while the Sugary Drinks ads reveal the number of teaspoons of sugar in various types of sugary drinks to encourage adults to decrease their consumption of these beverages, and to switch to water instead. Both sets of ads were animated rather than static.
The EBLL ads ran for four consecutive weeks during October and November 2018, while the Sugary Drinks ads ran for a total of eight weeks between September and December 2018. Both campaigns ran at a leading independent retailer across ten of their regional stores. The ads were placed on multiple digital screens in-store on three minute cycles with a maximum of nine other advertisers.
Findings
For the EBLL campaign, in stores where the advertising appeared fresh fruit and vegetable sales increased, while stores where no ads appeared experienced a decline in sales over the same period of time.
For the Sugary Drinks campaign, in stores where the advertising appeared, sugary drinks category sales declined by a larger amount than in stores where no ads appeared.
Conclusion
POP displays may influence consumers’ decisions and should be considered when developing the media channel strategy as part of comprehensive healthy lifestyle behaviour change campaign.