Shopper Marketing - January 2018 - 10

SHOPPER MARKETING JANUARY 2018

THE ART OF
MERCHANDISING

TM

P&G Leverages the NFL on a Local Level
By Ed Finkel

Rosemont, Ill. - Campaigns linked to the National
Football League, with its continental reach and fanatical following, can prove extremely effective, but the
awareness and loyalty of an NFL association comes at
a significant price and budgets often don't allow for it
- especially when working with regional retail players.
Procter & Gamble has been winning in this manner
by engaging shoppers at grocery on a market-by-market
basis, developing customized in-store and digital solutions that leverage individual teams and players rather
than the league as a whole, which is both more economical and more targeted to fans' true loyalties.
"Today is not about spending big dollars on big partnerships with big sales," said P&G's Carrie Birth-Davis,
brand manager, North America, regional grocery, during a Path to Purchase Expo presentation in September.
"It's about the thousands of doors of regional groceries
with tiny budgets but huge challenges."

ed the importance of family and togetherness around the
holidays and football. The campaign centered around an
offer of a Los Angeles Rams Christmas ornament if a
shopper bought a certain threshold of basket size. It also
included radio ads, bus stop signage as well as endcap
and in-aisle displays.
With sales increases of up to 600% at the retailers
involved, P&G grew its overall sales among Hispanic
shoppers in Southern California by 2%. "That's a huge
jump among a base [that size]," Birth-Davis said. "[The
success] shows the value of getting into a shopper's
mindset, with the insights about family, and delivering
against it."
P&G also targeted a regional chain in the New York
City tri-state area called Key Foods, which has about
200 stores, with a campaign tied to the NFL's Giants
and Jets, building off the local reality that any given
shopper's brother, cousin or best friend might be a fan

Blue Chip's Katey
Rybski, left, presents
alongside P&G's
Carrie Birth-Davis.

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©2015 Trion Industries, Inc.

The NFL not only has a large, passionate fan base, but
it's a very diverse group, including about 60% of women
and 60% of the growing Hispanic market, according to
Katey Rybski, director of business leadership at Blue
Chip Marketing Worldwide, which regularly partners
with P&G. "It's kind of everybody. It transcends every
income bracket, every age, every race. But if we're trying to talk to everyone, we're kind of talking to no one."
So P&G and Blue Chip drilled down into particular
demographics in specific locations, with the goal of not
only reaching shoppers but also building baskets and
creating scale programs with templates that could be
executed at any retailer, Rybski said. "People are not
fans of the NFL, they're fans of the local team," she said.
"What inspires fans? It's what's going on in their community, conversations they're having with their friends
about their local teams."
Local retailers are already part of the community, Rybski said. "We knew we could bring a localized story to
shelf in their stores in a way national retailers can't," she
said. Given that more than half of NFL "super-fans" already use P&G products, "We realized we could change
their behavior if we could make that connection."
Team-based campaigns can include everything from
signage to circulars to social media, Birth-Davis said.
"It's taking the culture of the team, literally the players
on the field," she said. "They've got a customized item
they can't find anywhere else."
For example, to target Hispanic shoppers in the Los
Angeles region, P&G undertook research that highlight-

of the other team. "New York football fans are kind of
their own breed," Rybski said.
Two seasons ago, when the campaign was activated,
the Jets and Giants played each other late in the season,
so P&G activated a season-long execution with Prince
Amukamara and Eric Decker, recognizable players then
for the Giants and Jets, respectively. The players kept
sending "burn" tweets back and forth to build up the
sense of rivalry with Key Foods hashtags, which gave
the grocer the opportunity to retweet.
To keep costs down, the campaign did not specifically
reference the NFL or either team, and in the associated
visuals, the two players did not appear in uniform,
Rybski said. "This felt like a Key Foods promotion, but
it's something they probably could never have done on
their own," she said.
Since "player endorsements cost a fortune," Rybski added, neither player specifically endorsed Febreze or Old
Spice or Bounty. They were just pictured in front of shelf
sets containing those products. "This was a really deliberate, creative workaround to be able to execute an endorsement, but at a much lower cost," she said. "It was an amazing NFL execution, and it was never an NFL execution."
Over the course of the season, the campaign garnered
250 million total impressions and 4 million video views
for a local retailer, which, Rybski noted, "is insane."
"Treat each game with its own playbook," Birth-Davis
said. "You wouldn't use the Walmart playbook to win
at Albertsons. And you can make your dollars go really
SM
far."


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Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
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