A new trade engagement plan to drive awareness and distribution in convenience stores.
KP Snacks

The task

Develop a strategic trade engagement and communications programme that will increase awareness, distribution and sales in the convenience and impulse sector.

What we did

As a result of talking to retailers we learned that they wanted a supplier that communicated clearly and would work with them to mutually grow the category. We created a six month, four phase PR programme to launch a new initiative named SnacKPartners and develop a clear, singular tone of voice for all communications. The final event was a trade and media engagement day where the concept of SnackPartners was revealed and the initiative launched.

We created a PR programme to launch SnacKPartners and develop a clear, singular tone of voice for all communications.


Throughout the campaign we delivered a dedicated SnacKPartners press office that ensured ongoing, consistent NPD news to both retailers and media. This resulted in over 100 articles in trade press.

We also created six retailer advocates with an average +40% category sales uplift in their stores, and achieved a leading category share of voice (38%) within trade press editorial vs. 15% market share.

Finally the initiative was judged to have brought about a step-change in company understanding (+150%) and relationship (+200%) with key media influencers.

SnacKPartners was recognised as the best Supplier Retailer Initiative of 2016 at the Retail Industry Awards, the culmination of a sustained programme of integrated trade communications to support independent convenience retailers.

Working with KP Snacks we’ve been able to develop an industry leading category initiative focused on giving retailers impartial category advice and knowledge to grow their crisps, snacks and nuts category. Through the creation of best-in-class category management tools, ongoing PR and a top-to-top Ambassador Forum, SnacKPartners was able to beat off stiff competition to claim this top award.

Trade Press Articles
Sales Uplift
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