Cover Feature
2017 Category Captains PAckAged LunchmeAt Category CaPtaiN
Hormel Foods Hormel, maker of the Hormel Natural Choice and applegate brands, worked with two retailers to implement dedicated natural/ organic sets within their lunchmeat sections. at one of the retailers, the test environment showed growth two times that of the control stores, leading to the creation of an in-store natural lunchmeat destination. at the other retailer, natural/organic lunchmeat sKUs saw growth eight times greater than the rest of the market, and these items made up 75 percent of total lunchmeat growth. additionally, Hormel continued to work with a third retailer to expand its natural set at the expense of underperforming value lunchmeat items. Now in its fourth year, the set is in 75 percent of the retailer’s stores and continues to grow at nearly 20 percent, aided by the increased use of banners, floor graphics and digital campaigns.
PerIMeter
Produce-AvocAdos Category advisor
avocados From Mexico avocados From Mexico (aFM) ran a series of successful marketing initiatives, including a health-focused tie-in to the Big game; the omnichannel guac Nation program sharing the fruit’s nutritional benefits; the Breakfast Partner program with egg and dairy industry participation; #MiniChefs, which encouraged kids to create their own recipes; and tastiest tailgate with ro*tel during fall football season. aFM continued to evolve its efforts in 2017, generating awareness and growth through compelling cross-promotions, and driving conversion year-round through programs like a partnership with tabasco and Fanwich focusing on handhelds, a key usage occasion, to boost basket ring through a national retail display contest that drove traction.