Pink Ribbon Produce (Multi-regional 2006, 2007, 2008, 2009)
How do you gain support and fund a philanthropic retail promotion while making it meaningful for everyone, including the charity? The client wanted to effectively convey their commitment to fight breast cancer within the produce community. This was a chance for a strong consumer outreach program that would prompt shoppers at the point of purchase. The challenge was to balance healthy food perceptions with a sensitive awareness and caring to the point of action in support of breast cancer.
The result was valuable public relations coverage that produced a fresh and powerful message. The dedication of each store to help fight breast cancer was showcased in the public eye, first through compelling POS and a consumer take-away piece that served as cues right at the shopper’s decision making level with an effective media relations campaign. The combination of print publications paired with online messaging was an effective tool for the brand to speak directly to each of the store’s shoppers. The coverage successfully positioned retailers and suppliers as businesses that care about their communities. Over the last 4 years, Pink Ribbon Produce, through retail and supplier support, has raised more than $210,000 for the Susan G. Komen Foundation.
1, 2, 3 Meals (Regional 2009)
Consumer Effects International developed a program that teaches shoppers to think like a chef all while working within the retailers’ existing display challenges. When preparing menus, professional chefs are trained to think: protein first, vegetable second and starch third. The client asked CEI to develop an easy program that encourages this behavior in the consumer by providing quick, easy, delicious meal solutions. The challenge was to utilize an unused, refrigerated case while promoting this in-store program.
Consumer Effects International designed temporary signage for the destination case header that was able to draw attention. Channel strips were added and featured products were rotated throughout the 8 weeks of the program. An ironman sign was placed next to the case which housed recipe booklets developed specifically for the targeted promotion. To reinforce the participating partners, shelf-talkers were placed near featured products in produce, the meat department, and in the center store. The client was so impacted with the creative, they decided to utilize the 1, 2, 3 Meals header cards on the destination case to support additional programs throughout 2009.
Burger Bonanza (Nationwide 2008, 2009)
Consumer Effects International met with a major retailer regarding strategic planning on key categories for 2008. One initiative of focus was to drive consumption and more frequent purchases of ground beef. The program also had to coincide with ongoing corporate grilling initiatives. In order to achieve the desired goal, CEI created “Burger Bonanza,” a program designed to increase ground beef sales through the development of meal solutions located at the point of purchase. Featured were new ideas for ground beef preparation and recipes featuring ingredients in a cross promotional effort to increase basket ring. Eye-catching POS and a consumer take-away recipe booklet were implemented in-store in multiple departments with the main display in the meat department. By leveraging relationships and initiatives of other internal departments, the program was expanded into produce, dairy and deli. During the three (3) week promotion sales numbers increased for each department involved; meat, produce, dairy & deli. Positive corporate feedback on program concept and implementation has created additional opportunities with the retailer and the program was repeated in 2009.
Make The Most of Your Produce (Nationwide 2005, 2006, 2007, 2008, 2009)
For the 5th consecutive year, the Make The Most of Your Produce program has been a successful and ongoing marketing program, running nationally in retail stores. It focuses on educating consumers through in-store events, signage and multimedia. This program has offered consumers the opportunity to educate themselves on the proper selection, use, handling and preparation of all things produce, while creating hands-on experiences at the store level through sampling and demos. Our Dottie nominated website serves to act as both a resource on the benefits of a diet rich in fresh fruit and vegetables, and demonstrates how to prepare these recipes easily, safely and quickly at home. This program is delivered through a combination of innovative in-store POS, website components, and 600 produce “experience” events per period in over 2,500 retail locations nationwide.
Fun 2 Snack (National 2007, 2008)
The goal was to develop a children’s-based program that supported the retailer’s senior management focus on being an industry leader in the fight against childhood obesity, while educating moms about healthy snack choices at the point of purchase. One objective was to gain support from department suppliers, so we kicked the program off with a vendor meeting to create industry buzz around the concept. This program used multi-layered in-store POS elements, consumer takeaway piece (kid activity booklets), price point breaks, themed ads and website to highlight healthy choices for the consumer. In-store radio and electronic POS further distributed the “Grab a Tasty Snack Today” call to action. Keeping the healthy eating goal in mind, the program partnered with a leading national expert for nutritional content. The program website and takeaway piece each featured a “fruit-and-veggie tracker” and an arcade-style game for kids.
Over 800,000 consumer brochures were distributed across 1,500 stores. There was an estimated 180 million visual impressions of in-store POS during the 4-week period. Ten program partners saw an increase up to 800% in unit movement during the program over the month prior to the program, making Fun2Snack MORE than just fun. It was a huge success.
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