Feature
There are ample opportunities to eat pizza and watch football.� —Tracy Fleischhacker Quigley, Schwan’s Consumer Brands Inc.
Seasonal Marketing
relations and additional components, which helps drive trial and awareness of the category and brand. “We are focused on maximizing our shopper marketing budget dollars by plugging into retailer-led game-day activations, rather than trying to create our own,� Quigley says. “This enables retailers, Red Baron and consumers to get the best activation; by plugging into retailer programs, we help those programs feature grocery store traffic-driving brands at a great price value for consumers.� Bulk packaging and BOGOs also are critical during the fall season. With tailgating events, consumers are focused more on group entertainment versus individual entertainment, with a similar mindset prevailing during the ensuing holidays, according to Alicja Spaulding, director of marketing with Aurora, Colo.-based baked goods supplier SROriginals. Larger pack sizes help lift sales, while BOGOs help products stand out. Both communicate value. But such products and promos for the fall
shouldn’t be focused on just savory courses — there’s a place for sweets, too, particularly seasonal ones. Here, colorful, seasonal colors — such as those of autumn or local sports teams — help attract shoppers and generate sales lifts. Party packs with a variety of flavors also help. As an example, Spaulding points to a recent partnership between the Kroger Co.’s King Soopers banner in Colorado and SROriginals, which produced a bakery program catering to Denver Broncos fans. “So you would see cake balls in the colors of orange and blue ‌ and Broncos cookies,â€? she recounts. “Things of that nature are really bringing that customization and fandom to what people are eating and consuming. And really, the only market we played in with that was Colorado, but it did exceptionally well. That probably has a lot to do with the team doing really well.â€? PG
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| Progressive Grocer | Ahead of What’s Next | August 2016