How innocent doubled their sales

2016-12-16, brandbuddy

It’s not a big stretch to say that innocent could be the world’s best smoothies and juices manufacturer but until recently, it’s been relatively unknown in Finland. During the summer of 2016, innocent launched its new range of products but they also decided it was time to give the innocent brand a boost. They wanted to try a new approach in how they presented their products in the shops. BrandBuddy to the rescue!

The Brand Ambassador makes sales fly

The aim was to not only get more shelf space for selling innocent’s expanding range of products but also just as important was the developing of the brand. BrandBuddy recruited a Brand Ambassador to do a pilot demonstration tour in 60 Kesko shops. The Brand Ambassador was attired in a uniform that followed innocent’s style and colour palate and they offered tastings and spoke of the innocent brand ideology. Furthermore, they answered questions about current products, took additional orders and introduced upcoming shop promotions.

There are ‘meetings’ and then there are meetings!

The pilot tour of the shops verified what was already suspected in that the quality of the demonstrations make a big difference! It was during the campaign that innocent was able to push their entire range of products to the shops and increase shelf space by 30%. Whilst there are a number of factors that contribute to any success, the store visits had a direct impact on visitation to the shelf space. This conclusion was further fortified by the fact that during a month’s break from the demos, there was a distinct lull in activity.

Due to the success of the pilot campaign, it was decided to implement this model of working for innocent systematically and on a regular basis.

Mikael Winqvist, Commercial and Brand Manager of innocent

”The campaign was a great success by all measures. BrandBuddy offered brilliant ideas and they were very proactive for the whole duration of our collaboration. The BrandBuddy Ambassador program, along with all other elements of the campaign have ensured that innocent’s net sales will have doubled by the end of 2016 and this has really reinforced our faith in the brand. We will definitely continue our collaboration with BrandBuddy in the future.”

Budgeting In-store Marketing 2017

2016-11-28, brandbuddy

We know a lot of our customers are in love with Excel at the moment, planning budgets for year 2017. We’ve been on the other side of the table, so we know how frustrating it can be. It’s frustrating because:

  1. Almost all organisations strive to grow and if you have achieved your budget this year, you will for sure be asked to deliver more next year. This can cause stress levels to rise, since most of us do all we can to drive sales all the time and we probably have used all aces up our sleeves to achieve the budget this year.
  2. The market is hard no matter what you sell. Retail is changing all the time, not only when it comes to consumer behaviour, but also when it comes to resellers and chains. Who will gain and who will lose next year? If you plan it right, you will be a part of the winning team. And if you don’t, somebody else will, and you will have to come up with sales figures from somewhere else.
  3. No matter the size of your budget, it could always be bigger. We all know that if you visit stores frequently and have a good relationship with your customers, your products will have a higher sell trough. And if you don’t, somebody else will take your shelf share. So there’s no upper limit when it comes to in-store marketing – the easier it is to find your products and the more people there are who know about it, the more you will sell.
Do it now!

We’ll be honest with you, we are not objective when saying this. BUT If you haven’t used your in-store marketing budget for 2016 to the max, now is the time to do so. Because as we know, if you don’t, your budget will for sure go to someone and something else. Needless to say, you should of course contact us and we’ll come up with a magic plan for you.


If you find yourself with a field marketing budget which is not what you hoped for in January 2017, let’s make the most of what you do have. There’s always room to save and do the same things with lower costs. We’d love to help you with this.


Inspiring regards from

Excel-loving BrandBuddy