Donuts Point of Sale Campaign
Nationwide shopper marketing, point-of-sale display suite, and viral social contest created for Panrico / Donuts under the promotional theme 'Win Travel Anywhere and Anytime You Want'.
1. Omnichannel Shopper Marketing: Supermarket to Social Media
Panrico's Donuts is one of the most iconic consumer snack brands in Portugal. To drive immediate retail sales uplift across hypermarkets and supermarkets while strengthening direct consumer engagement on social media, Panrico launched a nationwide promotional campaign: "Win Travel Anywhere and Anytime You Want". Transglobal was tasked with conceiving and executing the full shopper marketing toolkit.
Connecting Physical Retail Purchases to Digital UGC
The campaign required shoppers to purchase physical product in stores and upload photo proof with creative storytelling on social media, closing the loop between offline retail checkout lanes and viral brand advocacy.
2. Promotion Mechanics & Shopper Journey
The consumer journey was engineered around clear, actionable steps:
- 1. Purchase Product: Shoppers purchased 3 packs of Donuts of any variety (Glazed, Chocolate, Fondant, etc.) and retained purchase receipts as verified proof.
- 2. Campaign Application: Users visited the dedicated campaign page and opened the custom-built "Donuts Travel" contest application.
- 3. User-Generated Photo Upload: Participants uploaded a creative photo showing who they share their Donuts with, accompanied by an original caption (with the product visibly featured).
- 4. Community Voting & Jury Selection: The 30 most-voted community entries were reviewed by an official jury to select the top 3 most original submissions.
- 5. Grand Travel Vouchers: Winners were awarded €1,000, €500, and €250 open-destination travel vouchers to travel anywhere, anytime.
- Immediate Retail Gift: Shoppers in participating stores received an immediate branded canvas tote bag with their qualifying purchase.
3. High-Impact Point-of-Sale Collateral
Engineered vibrant, eye-catching retail collateral designed to command visual attention in busy supermarket aisles: high-gloss aisle shelf-stoppers, island floor pallet wraps, counter display headers, and promotional bag packaging.
