Great Northern Corporation Twin Cities December Instore Excellence
Great Northern Corporation Twin Cities December Instore Excellence Submission Royal Canin Winter Endcap
Project Overview • 932 Total Displays, with a mix depending on markets of featured dog breeds. (835 Boxers, 97 Shepherds) • Mixture of lithographic labels and rodcoating. • Project shipped setup along with 230 lbs of dog food per store. This created a logistical and design challenge as we had to orientate bagged and canned dog food with the display shipper on the same pallet. • GNC Twin Cities received over 100 tons of dog food for kitting of this job. <<<Note, in this particular store, the display was placed on a 48” endcap even though it had been designed specifically to the 36” endcap. All dog food you see on the endcap was shipped to the store with the display.
Project Team • Paul Schulte – Account Manager • Kaci O’Connell – Account Coordinator • Melissa Cook - Structural Designer • Mike Holden – Project Manager
Insights • After our last experience with Royal Canin for their Fall Endcap, they were seeking something more cost effective. • They want to do quarterly+ frequency on changing out the display. • Utilized the Royal Canin brand color and also downplayed the imagery of the dogs on the display to place additional focus on the product. • They are placing it in a premium position at the Pet. Smart store. • Breed Specificity of diet is their differentiator, and the focus from an imagery standpoint on the display is of breeds. The info boxes on the display tie in this. • Due to regionality/preference, certain regions will receive a Boxer info box and others receive Shepherd info boxes.
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