Partnership proposal · Supermarkets

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Grow your chilled retail media sales.

Bring chilled brands to life. Create new media income. No upfront retailer CapEx.

The commercial challenge

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Chilled is one of the hardest categories to bring to life.

A category challenge, shared across grocery. This is not a judgement on your fixtures.

01

Products sit in busy chilled fixtures, competing for attention.

A crowded chilled fixture, packed with bottles, cartons and cans.

02

Doors, limited space and practical constraints make activation harder.

A row of closed glass doors on chilled cabinets.

03

Shelf-edge has limited room to tell the story, or to engage at the point of purchase.

A small shelf-edge barker on a crowded drinks shelf.

When the opportunity to engage is limited, so is the media revenue you can unlock.

The occasion

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Front of store is already a fight.

Food to go owns the quick visit. Chilled drinks and snacks only get a few places in it.

01

A meal deal carries a short list of chilled drinks and snacks. A coffee machine, Costa for example, can already sit inside that deal.

02

Breakfast shoppers are short of time. If the occasion is not at the front, many of them will not walk back to the chilled aisle.

03

In a convenience store, a chilled breakfast range at the front is the accessible option.

The machine earns a place in that moment, or it belongs in the aisle.

Placement

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In the aisle, or at the front. Not both by default.

The same hardware. Two different jobs. Agree the role store by store before anyone prices a campaign.

In the aisle

Beside the chilled fixture, where the brand already sits.
Room for the story, the product, and sampling where agreed.
Competes with the doors and the shelf, not with the food-to-go queue.

At the front

Next to food to go, on the way in or the way out.
Built for breakfast, a meal-deal companion, and a short on-the-go range.
Fewer SKUs. The shopper is already moving.

The commercial model follows the role.

The missed opportunity

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Your chilled brands have more to say.

Jobs that conventional shelf-edge placements struggle to do.

01

Constant brand launches through the year, in a very busy category. Protein is one of the growth stories inside it.

02

More ways for a brand to engage: advertising, a new listing, trial, and a questionnaire.

03

Once that engagement has happened, the data shows what it was worth as retail media.

Give brands a reason to invest beyond their existing shelf space.

The solution

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How can we solve this problem for you?

Install the machine. A funded chilled unit, in an agreed location, where a brand can tell the story, sell the product and drive trial. No upfront retailer CapEx.

01

Digital screen advertising, with physical branding and product presentation.

02

Product purchase.

03

Customer metrics and data capture. Understand the consumer.

An illustrative Arla protein wrap on a Bright.Blue Europa machine, standing beside chilled cabinets. — Illustrative Arla wrap on Europa. Not a live campaign, and not a confirmed listing.

Sampling and trial depend on the agreed configuration. Customer data is captured with consent.

More than a screen

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Turn attention into action.

More than a screen. These are the ways a brand can spend on the machine.

01
Advertise the brandScreen, in the aisle or at the front.
02
Launch a new product or SKUTell the story, and put the new line in the machine.
03
Buy or sampleFrom the machine, where that configuration is agreed.
04
Promotions and giveawaysDeals, extra space, and a push on a specific product.
05
Surveys and questionnairesAsk the shopper while they are stood there.

The machine records the purchase, the sample and the survey. Wider in-store sales need retailer data. Shoppers who do not opt in are not identifiable.

Sampling

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Sampling is one of the things we can do.

A campaign format, where the machine and the operation are set up for it. Not the whole offer, and not every store.

A shopper at a Bright.Blue machine in a supermarket aisle, with a product story on screen and a free-sample prompt beside it. — A live sampling moment in the aisle. The brand on screen is an example of the format, not a claim about this estate.

01

The screen tells the product story while the shopper is stood there.

02

They can take a sample, where that is the agreed configuration.

03

The redemption is recorded on the machine. Wider sales still need retailer data.

Sampling depends on the agreed configuration. The loyalty prompt in the photograph belongs to that campaign. It is not a standard feature of this proposal.

Sampling

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In the aisle, sampling sits beside the category.

01

In the aisle it is discovery: story, trial and feedback next to the range.

02

At the front it has to be quick. Breakfast and meal deal shoppers will not wait.

03

Agree which stores sample, and which stores just sell the occasion.

A front-of-store machine can still carry a short chilled range. Sampling there is a separate decision, because a queue and a tasting do not mix.

The commercial calendar

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A new commercial calendar for chilled.

100 machines. 12 months. 1,200 potential machine-months to commercialise.

Illustrative capacity and themes · Not booked demand · Not a rate card

A repeatable format across selected stores. National campaigns or store clusters. Monthly bookings, seasonal launches, a calendar through the year. Colour marks a theme. Grey months are not given one. Nothing here is booked.

January

Protein and healthier routines

Spring

New product discovery

Summer

Chilled drinks and on-the-go

September

Back-to-routine launches

Christmas

Seasonal chilled innovation

Potential packages · contents subject to operational feasibility

Package

Digital screen campaign

Screen advertising on the machines in the booking.

Package

Branded machine takeover

Screen, physical branding and product presentation together.

Package

Product launch and trial

Story, product in the machine, and trial where agreed.

Package

Sampling and insight

Sampling where agreed, plus feedback and insight.

Package

Combined network campaign

One coordinated booking across selected machines.

The funding model

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No upfront retailer CapEx. A clear commercial model.

The network is funded through an agreed commercial arrangement. That may include rental, or a managed service. Neither is a confirmed Bright.Blue offer until the fields are completed.

No upfront CapEx does not mean no ongoing costs. The opportunity is to build media income that exceeds the agreed operating commitment.

Editable term sheet · Unconfirmed

Equipment funder/owner Retailer monthly commitment, if applicable Contract term Installation and maintenance responsibilities Stock ownership and replenishment Media sales responsibility Revenue share Site, power and connectivity requirements

The revenue case

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Build a network that earns its keep.

Media income could cover the annual operating commitment within year one, subject to pricing, bookings, costs and revenue share. This is not a guaranteed payback.

Scenario inputs

Number of machinesIllustrative starting point

Monthly campaign price per machineUnconfirmed · £

Paid booking occupancyUnconfirmed · % of machine-months

Retailer share of media revenueUnconfirmed · %

Monthly rental or service cost per machineUnconfirmed · £

Other retailer operating costsUnconfirmed · annual £

Upfront retailer launch costsUnconfirmed · £, if any

Enter 0 only where that cost has been confirmed as zero. A campaign across many machines and months still counts as one machine-month each.

Illustrative result · not a forecast

Annual gross media revenue—

Retailer retained media revenue—

Annual retailer costs—

Annual net contribution—

Enter the unconfirmed inputs to calculate a scenario. Nothing on this slide is a forecast.

Do not type illustrative prices in the room and leave them looking like a quote. Enter only figures Bright.Blue Commercial or the retailer has supplied. Occupancy and share are percentages: 40 means 40 per cent, not 0.40.

Gross media revenue is machines times monthly price times 12 times occupancy. Retained revenue is that figure times the retailer share. Annual retailer costs are the monthly rental or service cost times machines times 12, plus other annual operating costs. Net contribution is retained revenue minus those annual costs. Upfront launch costs are kept out of the annual cost line.

If upfront is blank or zero, talk about operating cost coverage and net contribution. Talk about capital payback only when an upfront retailer cost has been entered, and describe it as illustrative. Never promise a one-year payback. Say that media income could cover the operating commitment in year one only if price, bookings, costs and share support it.

The summary

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Why the retailer wins.

01

Create additional brand-funded revenue opportunities.

02

Add an engaging activation format to the retail media offer.

A shopper using a live sampling machine in store.

03

Support chilled launches, in the aisle or at the front of store.

A sampling machine standing in a supermarket aisle.

04

Generate measurable transactions, interactions and feedback.

A shopper at the machine screen, where the interaction is recorded.

05

Offer brands coordinated campaigns across selected locations.

A Bright.Blue machine with a screen and a branded chilled range.

06

Introduce equipment without upfront retailer CapEx, subject to agreed terms.

A machine already installed in a live store.

More reasons for brands to invest. More ways for customers to engage.

Start with a pilot

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Prove the model. Then scale it.

Pilot duration Machines in the pilot

Set both for this estate before brands are recruited. Neither is assumed.

01

Agree suitable stores, and whether each machine sits in the aisle or at the front.

02

Confirm funding, responsibilities and commercial terms.

03

Recruit launch brands.

04

Run agreed campaigns.

05

Review revenue, costs, shopper engagement and operational performance.

06

Scale based on the evidence.

Suggested measures

Paid booking occupancy Media revenue and net contribution Product purchases and sample redemptions Questionnaire completion Consented opt-ins Machine uptime and stock availability Brand rebooking interest

The close

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Give chilled brands a better option in your stores.

A funded machine network. A year-round brand calendar. A new opportunity for retail media growth.

Let’s build the commercial model for your estate.

VP Retail Media

Adam Smith

adam.smith@bright.blue