To boost the Baby Nutrition aisle and stand out amidst increasing competition, we orchestrated aphygital activation campaign of significant scale for Nestlé Bébé and Guigoz. The strategic challenge: to build a cohesive omnichannel highlight capable of capturing shoppers directly in-store while extending the interaction across digital platforms, in order to tangibly embody both brands' CSR commitments.

In-store theater and omnichannel synergy

The campaign was built around a strong, reassuring signature: "Committed to Babies." To maximize touchpoints throughout the shopper journey, the operation combined field presence with digital visibility:

• An immersive event-based merchandising strategy designed to energizein-store sales promotions, break the monotony of the shelf, and create a must-stop destination in the main aisle.
• A targeted media campaign relayed across relevant online ecosystems, notably Nestlé Bébé and Croquons la Vie, to drive qualified traffic to partner retailers.

This simultaneous presence strengthened the visibility of priority product ranges while establishing a lasting emotional connection with young parents, who are often highly attentive to product ethics and transparency.

Mechanics with proof of purchase and responsible commitment

To convert interest into actual sales, the operation relied on tailor-made promotional mechanics. The setup was based on a web game accessible exclusively after purchasing a participating product, via the upload of a receipt as proof of purchase.

Participants had the chance to win one of 30 adjustable solid beech high chairs, crafted in the Cantal region by the French artisan Combelle. This choice of prize, directly aligned with values of eco-design and sustainability, avoided the pitfall of superfluous premiums in favor of a valuable, useful, and ethical reward.

A lever for commercial performance and CRM enrichment

Beyond the direct impact on in-store sales volumes, this activation enabled the collection of qualified first-party data within a framework strictly compliant with GDPR. Each entry enriched the brands' contact databases with active and verified consumer profiles.

By linking the physical act of purchase to a rewarding digital experience, this concept offered these major accounts in the food industry a dual return on investment: massive support for sell-out in large retail chains and the consolidation of a lasting bond of loyalty with their shoppers.

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