Shopper Marketing - January 2018 - 12

12 PROGRAMS

SHOPPER MARKETING JANUARY 2018

Smithfield and Partners Emphasize Grilling at Walmart
By Patrycja Malinowska

Rosemont, Ill. - For the bulk of the year,
Walmart's case-ready rib business alternates between Smithfield Foods and Tyson Foods, but in the summer the retailer
awards all of the business - and all the volume that comes with it - to one supplier.
Smithfield won that designation in 2014
and 2015, and then ran grilling campaigns
in partnership with the National Pork
Board. To retain its Walmart business in
2016, Smithfield needed to come up with
a more powerful concept. "How do you
outperform when you've already had two
strong years?" Dedra Berg, Smithfield se-

nior director of marketing, asked in September during a Path to Purchase Expo
panel presentation titled "Joining Forces:
Driving Successful Partnership Integration
to Activate at Walmart."
During its previous campaigns, Smithfield leveraged BBQ pitmasters to address
weak consumer perception of the quality
of meat at Walmart. Pitmasters showcasing their use of Walmart products fueled
consumer trust and changed those perceptions. "Walmart not only became the place
to buy fresh pork, but became a destination
for all your grilling accessories," Berg said.

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To build on that success, Smithfield
pulled in several brand partners for the
2016 execution: Clorox Co.'s Kingsford,
Weber-Stephen Products' Weber and
Anheuser-Busch. "'Meat, beer, fire' is the
holy trinity of barbecue," Berg said. "They
were my dream partners ever since I joined
Smithfield."
The result was a consumer program
dubbed Smithfield's "Hog Wild Throwdown." A contest ran throughout the summer, kicking off in March concurrent with
the ever-earlier start of Walmart's grilling
season.
Consumers submitted grilling recipes
and images to vie for a total of nearly 6,500
prizes, including two Ford trucks, Weber
grills and plenty of Walmart gift cards to
drive consumers back to the store. The
top three entrants came together for a final
throwdown with pitmasters at the American Royal World Series of BBQ.
The contest amassed 800,000 entries
and had more than 1 million views for its
website, which was managed by Edge Marketing. Support included Ibotta cash-back
offers, national radio spots, geo-targeted
media via AllRecipes.com, influencer and
social media components, Walmart.com
activation, weather-triggered media and
in-store displays that drove shoppers to the
fresh food department.
"It all started with selecting the right
partners that are in the basket together
and leveraging their strengths," said Bailey
Doyle, group manager of national shopper
marketing at Clorox. "Grilling was important to all our brands. Together we wanted
to create a total solution and offer a onestop shop for Walmart's shopper."
The brands already had high consumer cross purchase, with baskets ringing
in 56% higher when the brands are purchased together than when each is bought
alone. Making sure to really leverage and
maximize the strengths of all the partners
was key.
Smithfield brought the national radio
campaign to the table, along with social
media support from more than 200 pitmasters that had committed to cooking
with the manufacturer. Weather-triggered
media was a "hot trigger" for Smithfield's
Walmart buyer, so the campaign also
served up content when temperatures got
to a certain point in certain regions.

Kingsford is the dominant charcoal
brand for summer grilling and had invested in the summer grilling platform on
Walmart.com. While the retailer's website
had not been a strong platform for Smithfield in the past, Kingsford had seen a lot of
strength there and brought that element to
the collaborative effort.
Weber is the dominant brand of grill at
Walmart, and it brought a team of grilling
experts to provide tips and tricks.
Anheuser-Busch brought to the table a
best-in-class distributor execution network
to support an in-store display that featured
all the partnering brands equitably, helping
engage shoppers in stores, where Smithfield itself doesn't get a presence.
"We have more than 550 wholesalers,"
said James Urich, A-B's director of trade
marketing at Walmart. "Driving that instore display was our number one priority."
The Ibotta offer enabled customization of
the program by state - in some showcasing
Kingsford, and in others A-B - to comply
with different adult beverage laws.
The combined effort achieved results: rib
sales increased, rib baskets were up, pork
sales rose, and so did total meat sales.
"Household buy rate was up and, most
importantly, conversion rates more than
tripled," Berg said. "Not only did we secure
the 2016 business, we secured 2017, and
SM
we just secured most of 2018."


http://www.Walmart.com http://www.AllRecipes.com http://www.Walmart.com http://gbp.com

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

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
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