Shoppers were avoiding the snack aisle because they perceived it as a too-tempting option of unhealthy choices. We were tasked to find a way to get the shopper down the aisle and to get her to buy one more snack.

To make the 80 ft. aisle more shoppable, we used bump-out dip towers to divide it and placed each dip next to its chip partner.

We shot original photography using the dip flavors as vessels, making the chips and dips irresistibly appetizing.

We added a curvilinear endcap that invited the shopper down the aisle.We placed new products on the endcap and Better-for-You snacks next to them so that she could not escape encountering them.

Our communication functioned as wayfaring signage, but also informed the shopper that this was for her: "Crave something better" means healthier snacks.

• Tested in 50 grocery stores across the country. Program has been approved in over 50 retailers. Program to be in 10,000 to 13,000 stores in 2009.• Sales increased 4.3 points over the control setups, with Dips sales increasing 13 points and Salty sales up 7 points.• Results are over 500% above client expectations.