Building shelf awareness

Agency: Radiocentre with Shoppercentric

Radiocentre research studies highlight how radio advertising generates significant uplift effects for FMCG brands, from brand salience through to return on investment. Yet the sector’s investment in radio does not reflect these capabilities. Building Shelf Awareness demonstrates the unique power of radio to exert last-minute influence over grocery shoppers on the journey to the supermarket and help FMCG brands stand-out in an increasingly competitive in-store environment, driving purchase intent by 33% on average. Through reinforcing the medium’s ability to speak to people at relevant moments the study is helping to build a distinct role for radio on FMCG media plans.