Funner Together: Driving Cross-Purchase Growth and Lasting Loyalty
A Snack & Drink Dream Team: How Griffin's and CCEP drove massive cross-purchase growth and injected "fun" back into the aisle.
increase in cross-purchase behaviour
unique customers reached
total campaign impressions
Campaign Background and Objectives
Griffin’s and CCEP partnered with Cartology to disrupt routine shopping. Harnessing insights that 77% of snack and soft drink buyers cross-shop, the "Funner Together" campaign positioned Munchos and Fanta as the ultimate data-driven snack-and-drink combo.
High-Impact In-Store Visibility
Disruptive in-store placements physically paired the products together, driving powerful visual disruption and prompt consideration at the shelf.
Strategic Promotional Mechanic
Targeted offers designed to inspire new trials, reward repeat combo purchases, and bridge the gap between adjacent subcategories.
Data-Driven Targeting
Leveraged deep customer insights to bridge the cross-shopping gap, turning functional shopping journeys into highly engaging brand experiences.
"We're thrilled with the success of this campaign and the incredible partnership with both CCEP & Cartology. By bringing together Munchos and Fanta, we created a highly engaging shopper experience that strengthened brand connection, drove growth, and demonstrated the power of true cross-category collaboration."
Solutions and Results
The campaign delivered exceptional results, achieving a staggering +140% increase in cross-purchase behaviour. Munchos saw a +164.5% YoY sales uplift and a +2.3% market share boost, while Fanta secured an +11.7% sales lift. Reaching 890K unique customers, this omni-channel approach successfully disrupted routines and unlocked massive category growth.
“Our ‘Funner Together’ campaign was born from leveraging cross-shop analytics and robust consumer insights to pinpoint a clear category growth opportunity in New Zealand. Fanta’s fun, bright, playful brand not only complemented Griffins’ Munchos—an irresistibly light, crispy snack made for social moments—but also proved to be the ideal partner to complement our range and actively elevate the snacking occasion by pairing the two brands more deliberately and more often. The resulting activation brought this strategy to life through bold, cohesive creative and shopper-first execution across digital and physical displays, driving engagement, accelerating impulse conversion at shelf, and recruiting new consumers to both brands.”
