ATC - All Things Communicate manages Eridania’s contests both in store and online under the titles “The sweet feeling of wellbeing”, “At the origins of taste” and “125 years of sweetness”.

The challenge. Intercepting consumers and prospects in the grocery channel with an integrated and cross-range promotional approach, focusing on the ranges of Eridania products linked to a precise seasonality/conceptual area.

How did the agency respond to the brief? In the first flight, which ran from March to April ‘24, the strategic focus was put on people's wellbeing deriving from a balanced diet, in which sugar intake is an essential part.
ATC supported a highly-effective key concept – “Il dolce star bene” (“The sweet feeling of wellbeing”) - by projecting and directly managing the contest, which involved a promo mechanism that offered a spa box set to experience a regenerating stay in Italy as a prize, dependent on consumers purchasing two Eridania products of their choice among Truvia, Zero, Organic Agave Syrup, Erythritol and Sugar plus Fibre sweeteners.

In the second flight, running from May to July ’24, the “origins” idea was the protagonist, with the key concept – “Alle origini del gusto” (“At the origins of taste”) - combined with the sell-out of Eridania's cane sugar and organic sugar, which specifically involved the Tropical, Tropical & Stevia, Demerara Dark, Moscovado Integral and Bio lines.

The promo mechanism by ATC, consistent with the theme of discovery introduced with the naming, this time was structured on two different levels: consumers could win 3 cameras each week and, additionally, a complete set of suitcases in a final draw.

Two different thresholds were also set for the third and final flight, which ran from the end of August to October 2024 and involved all Eridania products. A promotional "grand finale" driven by a key concept celebrating an important anniversary for the brand: 125 years of sweetness. The contest mechanics, curated by ATC, had great appeal: each week, 125 vintage sugar bowls, in a special edition created for the occasion, were up for grabs. The grand prize for the final draw was an electric mini car.

The key visuals for the promos The visual designed for “The sweet feeling of wellbeing”, concerning the sweeteners, was suffused with the wellness mood through a harmonious and elegant logo rendering of the naming directly linked to the image of the prize, in a "graphic movement" completed by sinuous red waves, the brand's heritage colour, which the Eridania packs neatly rests on.
For the second flight, the key visual created by ATC played on the “origin” theme evoked by these Eridania references through the image of a pin on a map studded with paths, with a logo linked to the naming. Once again, great importance was placed upon the image of the packs.
For the third flight, ATC approached the celebration of the brand's 125th anniversary strategically. Firstly, by using Eridania red as the dominant colour splash for the layout; and then by representing a celebratory rosette — featuring the name of the contest — from which a ribbon gracefully unfolds, guiding the eyes of consumers and prospects towards the image of the prizes.

From digital to physical points of sale. In addition to the design and in-house development of the mini websites for participation in the contests on the platform concorsieridania.it, ATC followed every aspect of the in-store dramatization, starting from the logistical management and coordination of merchandisers on the points of sales, for a smooth project in every step, from the creative idea to the concrete set-up of the activity.
Different kits were created according to the square footage of the supermarkets participating in the operation; in larger stores, an extensive promo island was set up consisting of an arcade, a desk for engagement by promoters, a gadget tray with a pocket for flyers, a floor graphic, an eye-catching totem and a set of displays to show off the products to best advantage.
In other cases, the stand was offered in a “smart” version: a gondola head with shelf pendants or a stand with a crowner, flanked by displays with a gadget tray for freebies.