SP Group produces PoP work for Thorntons' campaign

SP Group, the large-format arm of St Ives, has produced a point-of-purchase (PoP) campaign for chocolatier Thorntons.

Free-standing polystyrene units in the shape of numbers depicting the dates of Mother's Day, Valentine's Day and Easter were produced as a result of research showing that many consumers are unaware when these events occur.

Sarah Bell, SP Group account director, said: “The numbers are free-standing polystyrene units that could be positioned to display the dates and count down from four days prior to the event, providing an effective reminder for passing consumers, namely men under pressure not to forget these occasions. This concept ensures we can highlight all the key dates using a minimum amount of display material, providing value for money over the three-month campaign.”

The campaign, which will be introduced to all Thorntons' 642 outlets in the UK, will also include window displays and birdcage shaped tables to display the chocolate products.

Lisa Kesterton, consumer communication executive at Thorntons, said: “For this campaign, we had to consider that some elements of the window displays would not be on show all of the time and that each retail outlet would need to store various pieces.

“This posed a problem, particularly for the bulky number units, but SP Group ensured that these units were designed and produced in such a way that they could be easily packed into a box and stored neatly until required. It is this kind of exemplary customer service, attention to detail and practical solution that we appreciate when working with SP Group.”

SP Group, PrintWeek's Point of Purchase Printer of the Year 2008, has worked with Thorntons for more than eight years. Its equipment includes an Inca Onset and a KBA Rapida 205 large-format press.

Thorntons was established in 1911 and is the number 18 overall brand in the UK according to Superbrands’ latest research. It has 379 stores, 37 of which have their own café, and 250 franchise stores.



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