Since the festive season of 2019, Ferrero and EFMP Spanish partner, Grupo A, have embarked on a collaborative journey in the realm of retail marketing, yielding impressive results.
At the heart of this successful partnership is a dedicated sales force, managed by Grupo A. Comprising of 13 skilled merchandisers, this team has become a driving force in Ferrero's retail activities across Spain. The project and account management intricacies are managed from the Barcelona headquarters, where the regional area managers expertly coordinate operations. This centralised approach not only streamlines processes but also enhances the agility and effectiveness of the collaboration.
Covering the key regions of Catalonia, Madrid, Andalusia, the Basque Country, Navarre, Aragon, and Extremadura, Grupo A's strategic management of Ferrero's sales force in these regions has ensured a consistent and targeted approach that resonates with local audiences and delivers results.
A highlight of this partnership has been the summer retail marketing campaign. Reaching 70 strategically positioned points of sale within the Spanish territory, and highlighting the extensive reach and influence of this initiative, it also showcases Grupo A's tactical abilities to captivate audiences and drive results.
Leveraging the iconic brands, Kinder and Nutella, alongside their seasonal offerings, Grupo A orchestrated the creation of Ferrero's distinctive 'chiringuito' - a beach bar concept infused with Spanish charm. The synergy between the brands and the concept was flawlessly executed, creating an immersive and memorable experience for consumers, giving testament to Grupo A's expertise and proficiency. Even in the coastal zone of the northern Catalonia region, where an extra push was needed, Grupo A's resourcefulness ensured the placement's success by adding just two additional people.
Beyond its core responsibilities, Grupo A further enriches the partnership through the provision of Task Forces. These specialised units, as demonstrated by their success during the summer campaign, serve as strategic reinforcements during pivotal moments. Additionally, Grupo A's support extends to seasonal activities and involves secondary placements for special occasions, such as Christmas, Mother's Day, and Valentine's Day. This comprehensive support framework adds another layer of value to Ferrero's operations, enhancing their ability to capture key market opportunities.
The collaboration between Ferrero and Grupo A stands as a prime example of how strategic partnerships between field marketing agencies and their clients can drive innovation, growth, and success.