Simba (a large chips / snack produder) wanted to re-launch Ghost Pops, an old favourite South African snack, into a very cluttered and competitive snack market. The snack has a Ghostbusters heritage and a small budget.

To create awareness at Point-of-Purchase, we rigged everyday shopping trolleys with motors and remote controls, creating an arsenal of “Ghost Trolleys”.

The trolleys were filled with Ghost Pops product and driven by remote controls from hidden locations. They moved around supermarkets by themselves (kinda spooky), interacting with shoppers. Shoppers were able to ‘shop’ directly from the ghost trolley itself.

The trolleys appeared in supermarkets across the country.

Top of mind awareness was clearly achieved at the point of purchase, with many shoppers actually following the trolley to get product out of it. It had to be restocked with product throughout the day. As part of an integrated campaign this execution resulted in a sharp increase in sales and a very welcome and successful return of Ghost Pops back onto the South African market.

The chips/snack category is cluttered and overtraded. Rather than competing on the shelf alongside a plethora of alternatives, we brought the product to the person, literally. The ghost trolleys got massive attention, as well as worked as a ‘shelf’ to shop from. Given that snacks are an ‘impulse purchase’, the top of mind awareness that this promotion offered, was a powerful sales mechanism.