Securing end-of-aisle space without in-store discounting.

The brief

The brand wanted to win additional off-shelf retail presence without resorting to price discounting at the till. They also wanted to capture consumer data they could re-engage later with a follow-up “free cereal & milk” campaign.

Their existing supply chain for generating, printing and validating unique codes was complex, expensive and fragmented across multiple parties — raising both cost and security concerns.

The mechanic

Each pack carried a unique code. Three codes (one per pack) submitted by the same consumer unlocked a printable voucher redeemable in store for a free pack. The codes were single-use and validated centrally; the audit trail tied every entry back to a specific consumer record for the follow-up campaign.

Hive IP’s role

Hive IP delivered the end-to-end programme: code generation, in-factory print integration, cloud validation, and fraud monitoring — replacing what had previously been a fragmented chain of suppliers with a single integrated platform.

The results

• +3.2% market-share uplift over the promotional period.
• End-of-aisle space won from major grocery retailers, without paying for the listing or running in-store discounts.
• ~£750,000 saved on fixed-fee promotional insurance, alongside ~£1m saving across overall campaign costs.
• 78%+ reduction in code-print cost versus the legacy packaging-supplier approach.
• Hundreds of thousands of consumer records captured, used to run a more efficient follow-up campaign.

Related

• A leading household brand
• Promotions applications