Media Vehicle Secures Client For New Trolley Ads

Supermarket media contractor, The Media Vehicle, has secured Evian as the first client to use its new trolley advertising panels.

The panels, which have been fitted to 250,000 shopping trolleys in 400 Tesco stores around the country, have a flip effect allowing two ads to appear on the same poster. Evian plans to use the format to promote the new removable bar code on its two-litre six packs of water, which provides an alternative to lifting the pack from the trolley to the checkout.

Commenting on the new initiative, group CEO of The Media Vehicle, Jessica Hatfield, said: “Two-part trolley ads are a great point-of-sale invention – they open up a mass of creative possibilities. In-store, standout is important, and an ad that changes back and forth is bound to attract the eye.”

David Walsh, group account director at Starcom, which buys all media for Evian, added: “The lenticular ads enable Evian to clearly communicate the convenience of the removable barcode to customers in-store; delivering a relevant consumer message at the relevant time in a new and interesting way.”

The ongoing advertising downturn is forcing brand owners to experiment with less traditional types of marketing and niche sectors such as supermarket media are growing as a result. Hatfield said: “Media owners are looking at a more accountable ways of reaching consumers and supermarket media is unique in that it gives brands the opportunity to put ads directly where their product is being sold.”

The Media Vehicle: 0207292 6800 www.themediavehicle.com

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