Panoramax Delivers Big Results for Uniprix Group
In 2012, the Uniprix Group celebrated its 35th anniversary. They naturally wanted to celebrate this important milestone with an impactful event. Their marketing team invited TC Transcontinental Printing to contribute ideas.
The timing was perfect. TC Transcontinental Printing was developing Panoramax, the largest promotional insert ever produced in Canada. This one-of-a-kind panoramic insert printed 4-colour process on both sides offers unprecedented creative real estate, ranging from 40" x 21" up to an incredible 63.5" x 21", refolded inline to 16" x 10.5".
TC Transcontinental Printing proposed the inaugural use of Panoramax as an exclusive promotional vehicle to announce Uniprix Group's 35th anniversary and to reward customers with special savings. The Uniprix Group quickly accepted the proposal and the two teams worked together to develop three Panoramax campaigns for distribution via Publisac as well as in-store during the fall of 2012. The Panoramax inserts were to replace regular weekly flyers.
The success of the campaigns was tremendous, exceeding what were already high expectations prior to the campaign's launch. Using a multichannel approach, the inserts ran parallel with other media, including advertisements that appeared on television and in La Presse, the popular Montreal daily newspaper.
Three days after the start of the sales periods, Uniprix Group was out of stock for a number of items promoted through all three inserts. Special deliveries were made during the sales weeks to rapidly replenish the shelves.
Here are more detailed results of the three Panoramax waves. All results compare to the same period from the previous year.
Uniprix Group is the largest chain of independent pharmacists in Quebec. Their well-known banners – Uniprix, Uniprix Santé, Uniprix Clinique and Clinique Santé – account for more than $1.6 billion in annual sales from over 375 pharmacies employing 4,000 people across the entire province. This makes Uniprix Group Quebec's second-largest retail pharmacy chain.