In-store advertising is becoming an increasingly attractive proposition
for FMCG brands, as their products are edged out by supermarkets’ own-
The space for advertising in stores is expanding as advertisers seek new
ways to gain shoppers’ attention. The latest to get the ad treatment are
In May, the Forecourt channel was launched in 100 London outlets,
featuring a 40-inch television screen above petrol-store doors, with
speakers broadcasting the sound to pumps.
Other forms of advertising include shopping-trolley adverts, which are
provided by 1237 stores, including 506 Somerfield stores, and 394 Kwik-
Save outlets. They are useful for product promotions and offers, but
represent small-scale branding which is limited in communicating a brand
message. Mars has used this for its Kit-e-Kat brand.
Floor tiles, which are now curl resistant, can be effective if unique
sizes are used, but are not provided in most key supermarkets.
Stores deploying this type of advertising include Somerfield, Food
Giant, Iceland, CRS, Oil Forecourts and Martins the Newsagents. Trebor
Bassetts has used it to advertise its Liquorice Allsorts.
Eggvertising provides an unusual advertising medium provided at point of
sale, although it is difficult to classify it as an in-store promotion
if customers only see it when they return home.
Carlsberg-Tetley Brewing, BT and Adidas have used the medium. Over five
million eggs have carried advertising.
Advertisers using the Sainsbury Savacentres include Spillers Pet Foods’
Arthur’s Cat Food, and Mars Value Ice-cream. Persil from Lever Brothers
and Nike (UK) have used Primesight 6-sheets.
There’s sign that the boom is going away. Young & Rubicam media planner
Cate Politi says of the medium: ‘In the future, advertisers are looking
to TVs and ‘shelf talkers’ for advertising.’
From the supermarkets’ perspective, shopping has to be kept as
pleasurable as possible without assaulting customers with too much
Information is provided by Young & Rubicam
In-store advertising opportunities 1996
* Shopping trolleys: ads are available in 1237 stores, costing pounds
44,000 for a four-week medium-weight national campaign.
* Floor tiles: ads can be bought in 2534 stores and cost pounds 88,000
for a four-week, medium-weight campaign.
* Egg boxes: ads are available at Asda and Tesco, and costs pounds
29,700 for a two-week national campaign.
* Six-sheet posters on external supermarket walls: available at
Sainsbury Savacentres and cost pounds 99 per panel for two weeks.
* Forecourts: launched last month, available in 100 London forecourts,
and cost pounds 132 per site per month.