Grocery stores can be a difficult environment for brands to stand out, as customers observe less than 1% of the items in a store and visits between 20-30% of the store itself ( source: BBC Research). Tine and Ocean wanted to track how advertising on Handles is observed and to which deree it influences sales decisions, as little was known about this in the Norwegian territory.

the campaign

Together with BigBlue & Company 133 respondents were outfitted with eye tracking glasses, to get a first hand perspective of what the consumer sees and how thet behave in a shopping environment. The research was conducted in two different chains of grocery stores (Meny and Kiwi), with the Tine milk advertisemnet showing on 33% of the handles. Both stores had 3 different ads for Tine milk on the handles of the shopping carts.