Shopper Marketing - September 2017 - 20

PROGRAMS

Treasure Cave, Frank's RedHot
Are Summer Partners
Campaign pairs complementary products with a plethora
of digital and in-store activations

By Ed Finkel

LINCOLNSHIRE, ILL. - Saputo Inc. has often crosspromoted its Treasure Cave brand, known primarily for blue cheese that is sold in both the
deli and dairy aisle. But while the dairy aisle is
an expected destination for blue cheese, fewer
shoppers enter the deli aisle with a purchase in
mind.
Saputo wanted to expand the brand's reach
in that part of the store, so it talked with Catalina, St. Petersburg, Fla., to gain information on
shopper basket data that might identify potential partners for Treasure Cave, focusing on
those that help complement and accentuate
recipes with blue cheese, says Brad Panarese,
Saputo marketing manager, retail dairy.
The upshot: a summer promotion with RB's
Frank's RedHot, a sauce that's often used on
buffalo chicken sandwiches along with blue
cheese. The activity began in June and continued through August. Editor's note: In July,
McCormick & Co. agreed to acquire RB's food division, including the Frank's RedHot brand.
"Frank's was a very interesting one that
came to the top of the list for us," Panarese
says. "Frank's popularity and being one of the
top brands in the condiment aisle really resonated with us. And the time periods they focus
on are grilling, during the summer time period
- and we sell a lot of blue cheese during the
20

y SHOPPER MARKETING SEPTEMBER 2017

summer - and also holidays and the Super
Bowl. There was a lot of alignment that made
sense from a buying standpoint."
Frank's RedHot saw the promotion as a way
to drive awareness of the buffalo chicken sandwich recipes and drew inspiration from past
cross-promotions of its own, such as with Hidden Valley dressing, says Mark Saylor, associate
brand manager for Frank's RedHot. "By looking
at cross-purchase data, we found that the Treasure Cave and [Frank's RedHot] shoppers were
very similar, and the partnership fell into place,"
he says. "We were excited to work with them to
reach a new group of fans and create awesome
recipes featuring both amazing products."
The partnership gave both brands a chance to
expand their demographic, since Frank's typically
scores highest with Millennials and Treasure Cave
with Generation X. "Our core was always ages 35
to 54. They're avid blue cheese eaters," Panarese
says. "But now we also had access to the Millennial group with different types of recipes."
Activity along the path to purchase included a 35 million circulation joint FSI that
dropped on June 25, targeted advertising via
dynamic banner ads across the web, promotions through SeriousEats.com, a series of
drops on Coupons.com, and a Frank's video
promoting the brand's fictional spokeswoman,



http://www.SeriousEats.com http://www.Coupons.com

Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
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