CORNER BAKERY - Instore Promotion
The default 'Pie + Coke' combo is arguably the most generic and recurring of promotions at ALL garage shops, but this one disrupted the norm upfront by changing the combination of the offer itself: 2 sausage rolls + 1 coke can!
As the Corner Bakery logo carried a chef graphic at its centre, this promo effectively brought a far more hip local version of him to life, photographically.
Not only does this chef have all the necessary bling to be a cool 'street' character. He also has the hip-hop hand gestures that can effectively point out the great (2+1) deal on offer, as well as the quantified saving... why? Because 'That's how we roll!'
Cross Merchanding:
By shifting the orientation of his hand gestures there was a great cross-merchandising opprtunity. At the pie oven he could point at the physical sausage rolls with one hand and a coke can graphic with the other. Conversely, the fridge doors were an opportunity to point at physical coke cans and a graphic of the sausage rolls.
