Over the last few years, Prik&Tik has become the largest drinks supply chain in Flanders. More than 115 beverage suppliers have joined the cooperative to create an attractive alternative to the supermarkets. The group was able to grow at a rapid rate. Ten years ago, the turnover amounted to just 17 million euros. By 2017, it had risen to 130 million euros. Since 2011, Pubmarket! has been handling the retail communication of the group. And brand awareness in Flanders has risen from 20% to 70%!
2016 was a pivotal year for the omnichannel approach of Prik&Tik. Here are the highlights.
The offline media were further strengthened. Advertising agency Pubmarket! created a new high-end television commercial that was aired on VTM and Q2. Radio commercials on Q-music and JOE fm further supported the television campaigns, while the folder and in-house magazine ‘Prikkels’ – key ingredients in the retail marketing mix – were delivered door-to-door throughout Flanders.
Online, advertising agency Pubmarket! went all out on social media. The Prik&Tik community page Daar drinken we eentje op was activated almost daily with new content and countless contests. The number of fans rose from 15.000 to 25.000 in just one year and more importantly, the average number of monthly visits went from 37.000 Facebook visitors in 2015 to 192.000 in 2016! The synergy with the website led to a major increase in traffic.
In the final quarter, the focus was shifted to 2017. The corporate identity got a major makeover and was first implemented in the completely renewed Prik&Tik flagship store in Leopoldsburg. After a successful collaboration with production powerhouse Studio 100 with the very popular Maya the Bee fruit juices, Pubmarket! will launch in 2017 a new K3 water brand, exclusively available at Prik&Tik. Stay tuned!