Sultana - Shopmium 


How Sultana succeeded in boosting sales and recruiting new buyers on Knappers, Crunchers et FruitBiscuit ranges with Shopmium.



Sultana is a leading brand in the Dutch snack segment, satisfying the snacking needs of the whole family. In the Dutch and Belgian market, Sultana has a strong position as the preferred brand for snacks!

The campaign’s objective was to encourage consumers to discover Sultana’s Knappers, Crunchers and FruitBiscuit products and to gather post-purchase insights.

The solution

Call to action

To encourage the trial of the brand’s ranges, Sultana has set up a “50% off two productsoffer in the app for two weeks which enabled them to drive brand awareness & generate exclusive consumer insights. 

This was followed by a second wave including a “100% off two products” offer, with the aim of boosting sales even more and getting people to re-discover the products. The promotional mechanics of the campaign were changed in a flexible way.

A campaign supported by a media plan

Both waves of the activation were broadcasted and visible through facebook posts and stories, relayed by push notifications and a newsletter sent to the entire audience.

The Sultana activation achieved 37.755 clicks with a conversion rate of 13% for both waves. It generated over 83% incremental sales.

Highly satisfactory feedbacks

Through the post-purchase questionnaire, strategic insights were identified on the Sultana’s products:

  • 75% of recrutement on other brands 
  • 78% of buyers say they would recommend Sultana products to their friends and family
  • 87% of respondents intend to repurchase Sultana biscuits

And we got the results!


of new buyers


incremental sales


re-purchase intention

What they said


Marie-Noëlle Hallak

Trade Marketeer - Pladis Global

At the key moments of each year, we need to boost volumes and every time, Shopmium is the ideal partner to help us in an optimal way in Belgian retail. Shopmium offers a clear and precise activation, but also a very strong flexibility that helped us to reinforce the promotional tactics at the last moment and only on some of our products. During the activation weeks, the Shopmium team was very present and gave us a detailed result of the progress.

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