Eat17 has teamed up with retail media company Shelf Shock to champion local and challenger brands in its stores.
It has 20 brands signed up so far, including Jai’s Ice Cream, Brussels Ketjep, Liv’s Baked Goodies, Perky Blenders, and Big Momo Dumplings.
Shelf Shock aims to “amplify the little guys” by creating video content that highlights their range, production processes, campaigns and founder stories on screens in store.
It offers two packages on two-monthly cycles. One is called Spotlight, which is a 10-second advert on one screen and focuses on the brand and product.
The Storyteller package, alternatively, is a 20-second advert shown on all screens around the store. It is the best format for highlighting founder stories and the brand’s mission, according to the retail media company.
It promises “you won’t be sandwiched between Pepsi and Coke”, but alongside “a challenger brand lineup of local heroes and indie icons” in a bid to drive awareness and impulse purchases.
Eat17 is Shelf Shock’s first partner. The media screens have gone live in its Walthamstow store and will be launching in Eat17’s Hackney site next month. Its third store in Bishop’s Stortford will introduce the screens next year.
“We are thrilled to be working with Shelf Shock to showcase the local and challenger brands who bring so much heart and soul to Eat17,” said Eat17 Walthamstow store manager Zabir Khonat.
“It’s an amazing platform for the brands who give us a great USP over the supermarkets, and our customers have loved engaging directly with the brands on screen so far.
“It also offers us the opportunity to have a streamlined method of presenting our PoS and promos, a great way of informing customers about new products, and shows serving suggestions or how to cook at home.”
Shelf Shock MD Phil Collins added: “Shelf Shock was created to give challenger and local brands the in-store visibility they deserve, right where shoppers make decisions. Rather than running standard 10-second static brand key visual ads with a token share of voice, our content focuses on storytelling.
“Using both video and audio, we help brands share their personality, provenance and purpose at the shelf – making retail media more engaging, more human, and more rooted in the local community.
“Eat17 has been the perfect first partner to plug in, given their long-standing commitment to champion local and challenger brands, and we’re excited to see how the proposition grows.”
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