Page 18 - Runway Combined Feb 23

Strategy

This year, we have developed a new strategy to help us call attention
to #RWGIVES and our suiting ambassadors. It is a strategy built

around omni-messaging, bringing together in-store and online content.
As you will see in your signage package, you will have received new
shelf talkers with built in QR codes and a call to action – JOIN THE
MOVEMENT. These will be used to guide customers through their
NEW in-store journey and encourage them to check out our LEAD BY

EXAMPLE initiative online.

Note that the new signage should only be used in the

How to use it identified zones for the duration of the collection drop,
SIGNAGE Every drop, indications on where, when and how to use the new shelf and should never be carried over to the next flip unless

mentioned in the planogram.
talkers will be provided in your monthly planogram.

Where: Every month, the relevant signage will be identified in the
planogram. Please make sure to only use the signage on the
communicated commodities.
Note: in some drops or zones, we may opt not to highlight the Lead
by Example initiative. In this case, please refrain from using the

signage. In other instances, we may designate specific zones – if this
occurs, hang the signage on each front-facing commodity identified.