P&G in H-E-B's

Promoting home and grocery products in a restricted retail space

Challenge

Procter & Gamble (P&G) has grown and maintained a strong brand presence for every one of its countless products. Additionally, H-E-B Grocery has its own 100+ year brand, of which it is very protective. Since GDC took on the account, we have been tasked with maintaining brand standards for both companies for the retail promotion of P&G products within H-E-B stores.

Action

GDC creates 10-15 promotions annually that highlight the strengths of Procter & Gamble products while working within the strict brand guidelines for P&G and H-E-B.

• Provides strategy for integrated retail promotions
• Creates advertisements for print, in-store signage and radio
• Orchestrates promotional events for in-store experiential promotions

Result

P&G requires at least a 6-to-1 return on all sales promotions, and GDC consistently meets those standards and finds ways to beat them. Also with our help, H-E-B has transitioned from a grocery retailer that carries P&G products to a true business partner, providing differentiation as to why H-E-B is the place to go in Texas for P&G items.