Retail activation around the sustainable Harmony program for Mondelēz International
Transforming a CSR commitment into a driver of experience and brand preference
As part of the Harmony program — ensuring that 100% of Mondelēz cookies produced in Europe are made from sustainable wheat — the brand wanted to value its commitment directly at the point of purchase. The objective: to make the environmental approach understandable, tangible and attractive for consumers, while stimulating sales and strengthening the visibility of portfolio brands in several Monoprix stores in the Paris region. Bonne Idée supported Mondelēz in the design of an immersive in-store activation, structured around a dedicated stand, taste animations and educational devices to explain the sustainable agricultural model. Activation was designed to promote direct exchanges with customers, connect the history of Harmony wheat to the act of purchase, and strengthen shelf presence in a competitive environment.
An educational and effective experience at the point of sale
An educational and effective experience at the point of sale
The system, complemented by premium POS, digital screens and social amplification via hashtags, interactive content and local micro-influencers, made it possible to broaden the impact beyond the point of sale. Observed results: +35% in sales over the activation period, 1,500 direct interactions with consumers, more than 3,000 social shares, and a strengthened perception of Mondelēz as a committed and responsible player. This operation illustrates the ability to convert a structuring CSR commitment into concrete customer experience, generating commercial attractiveness and brand preference, while supporting educational communication on food sustainability issues.
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