Greenhouse has launched an eye-catching, high-impact activation at a Toronto Longo’s to promote the health benefits of its Fiery Ginger shot.
The in-store displays at Longo’s location in Leaside help engage consumers at the point of purchase and allow the brand to maximize visibility, educate shoppers and boost sales, Greenhouse co-founder Anthony Green tells strategy.
The displays capture attention and trigger impulse buys the displays with what Green calls “moment-of-truth storytelling.”
“Secondary displays, end caps and targeted signage significantly impact foot traffic and purchase decisions,” Green says. “Combining these with social media, sampling and educational campaigns helps keep Fiery Ginger top-of-mind, especially in competitive health categories. This execution delivered several magnitudes of growth versus previous weeks.”
Fiery Ginger is one of the company’s top-selling SKUs in Canada and outperforms competitors tenfold when merchandised alongside similar products, Green says.
In-store messaging highlights the product as Canada’s “number-one wellness shot” for the immune system.
Green says it’s important to make a claim achieved through sales volume with consumers increasingly relying on product ratings, reviews and popularity as decision-making tools.
According to Green, the brand’s wellness target recognizes the importance of proactively supporting immune-health daily, not just during flu season.
“Modern urban living exacerbates inflammation through a host of environmental stressors – air pollution, microplastics, nano-plastics, chemical preservatives, excessive screen time, sleep disruption and even noise pollution,” Green says.
Greenhouse offers single shots for a grab-and-go boost, four-packs and the Shot Box, a 21-shot fridge friendly dispenser format that Green says has “vastly exceeded expectations.”
“Consumers recognize the tremendous value and appreciate the built-in pathway from trial to daily routine.”
A recent Greenhouse consumer survey of 300 respondents showed that 67% of Fiery Ginger buyers consume it multiple times weekly. To convert occasional users, Greenhouse highlights educational information about daily immunity support and immune-symptom response. The brand also positions the shot as a morning energizer and a health product that integrates with travel.
Longo’s and Greenhouse are looking at bringing the pilot project to more locations in the future.
In 2023, Greenhouse appealed to health-conscious Fortinos shoppers with the “Shot Spot” dedicated fridge space for its functional use beverages.
