100,000 sessions and 30,000 personalised packs in 7 months for Toffifee
Ferrero Toffifee scaled personalised brand communication into the German supermarket: in 7 months, branded UpReach photo booths and print terminals across 80 supermarket locations generated 100,000 sessions and produced 30,000 personalised packs. AI background removal heightened the immersive experience, while the integrated GDPR data form linked every personalisation to a customer contact for CRM and marketing automation.
More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.
The initial situation
Toffifee was looking for a POS campaign that goes beyond plain promotion displays. Classic sampling stands at the supermarket POS create short contact times and deliver neither customer data nor product-experience depth. The brand wanted to draw customers into the brand universe right at the shelf — with a mechanic that builds emotional engagement and generates valuable data at the same time.
The central operational requirement was scale. A single activation at one location can be solved cleanly in technical terms — a 7-month campaign across 80 distributed supermarket locations demands a different infrastructure. Hardware logistics, remote maintenance, consumables supply, a uniform user experience at every location — all of it has to be centrally controllable.
The product-personalisation component additionally required a specialised print interface: photo and design data had to be transferred in real time to industrial print terminals whose output was printed to fit the Toffifee packaging formats precisely — with no manual rework and no format errors.
The UpReach solution
UpReach deployed branded photo booths and print terminals across 80 German supermarket locations. The setup coupled two hardware components: a photo station for personalisation and an integrated print terminal for direct packaging production at the POS.
The software interface guided customers through a clearly structured flow: design selection from several prepared personalisation options, photo capture with AI background removal for immersive brand integration, a preview of the finished packaging design, and a final print at the terminal. AI background removal ran in real time, GDPR-compliant with consent before capture.
The print pipeline was the technical core competence of the setup: design data was rendered in real time into the exact packaging print format and handed to the industrial print-terminal drivers. Format errors would have required manual checks and made scaling to 80 locations impossible — the system ran across the 7-month period with no significant print error rates.
The GDPR-compliant data request form was built into the personalisation flow: customers who wanted to receive their personalised packaging design passed through the structured opt-in process. Every lead flowed into the Ferrero marketing system with a timestamp, location identifier and newsletter status.
Setup & Logistics
Lead time 10 weeks: 3 weeks for the critical print integration (API mapping between the UpReach software and the packaging print-terminal drivers, format testing with Toffifee packaging batches), 3 weeks for UI design and personalisation-option curation, 4 weeks for fleet logistics (location coordination with 80 supermarkets, hardware preparation, consumables supply chains).
Transport and build were coordinated per location. Each POS location received a complete setup: photo station, print terminal, branding elements, an initial consumables supply. Build and teardown by location crews following a structured setup protocol.
During the 7-month period, fleet management ran via the central cloud CMS: device health, consumables levels, session volume and lead capture were available per location and aggregated in real time. Reordering of print consumables ran via automatic threshold triggers in the CMS — no manual ordering logic was needed on site.
Data pipeline during the campaign: CRM leads flowed continuously into the central Ferrero marketing system with a location tag and personalisation metadata. Marketing automation could start with no CSV export or manual rework.
Results by the numbers
terminal sessions
personalised packs produced
supermarket POS locations run in parallel
The 100,000 sessions in 7 months across 80 locations equate to a steady c. 14,300 sessions per month — a plannable, high-frequency brand-interaction pipeline. From the 100,000 sessions came 30,000 personalised product packs — a production rate of 30 percent, showing that a significant share of visitors completed the full personalisation flow including the print.
The packs produced created a physical brand value not achievable with pure sampling promotion: customers carried their individualised Toffifee packs out of the supermarket — as a deliberately chosen brand output, not an inconsequential sample item. The half-life of this physical brand contact is substantially longer than that of a standard POS promotion.
The cloud-CMS-based fleet control enabled scaling to 80 locations with no linear growth in the cost structure: cross-location campaign changes ran centrally, with no need for technicians to attend each location.
Key takeaways from this setup
POS personalisation only scales with print-interface competence: a photo station at one location can also be solved with standard software. 30,000 packs produced across 80 locations demand an API integration between the UpReach software and industrial print terminals that systematically rules out format errors. This print-interface competence is the real differentiator.
Fleet management decides the economics: an 80-location campaign would not be controllable without a cloud CMS. Central device monitoring, automatic consumables triggers and cross-location software updates are the prerequisite for operations costs not to grow linearly with the number of locations.
Physical personalisation builds higher brand engagement than digital: a personalised photo on the smartphone fades in the feed stream. A personalised pack that the customer actively carries out of the supermarket is a deliberately appropriated brand item — the engagement effect is measurably deeper.
GDPR-compliant lead capture has to be built into the natural flow: placing the data release before the experience loses visitors at the hurdle. The data request as a prerequisite for receiving the pack — at the end of the positively experienced flow — produces high conversion rates with no friction.
UpReach Components Used
Hardware
UpReach Compact + industrial print-terminal integration (fleet deployment across 80 locations)
Software 01
AI background removal (GDPR-compliant, consent at the terminal), real-time layout rendering for packaging print formats
Software 02
White-label UI in the Toffifee design, custom print pipeline (printer-driver API for packaging formats), GDPR data gate with newsletter opt-in, cloud CMS with fleet management and consumables-trigger automation
A personalised POS campaign across multiple locations
UpReach scales POS personalisation campaigns across fleet deployments with central cloud management — from the print integration to the CRM sync.
