Once we had the idea, the challenge lay in converting the actual store shelves into bookshelves. Since we were using our existing shelf space, store owners didn't mind us "dressing" the shelves as we weren't interfering with competitors products. We used the actual books that could be found inside cereal boxes, to dress the shelf.

Our client was very happy with the result. Not only did we raise awareness of the Spoonful of Stories promotion, but in-store sales increased by an average of 13% during the promotion month.