Shopper Marketing - January 2018 - 6

6

PROGRAMS

SOLUTION PROVIDER
NEWS
Albertsons Cos. and IRI Grow Relationship

Chicago-based IRIĀ  will begin providing supply chain
services to Albertsons Cos. in addition to being its preferred partner for point-of-sale data, consumer panel
insights and strategic growth initiatives to support
joint business collaboration. Under the agreement,
Albertsons will integrate its
supply chain data, including
inventory and transactional
shipment data, into the IRI
Liquid Data and Unify visualization platform. This offering will help Albertsons and its suppliers collaborate more easily and make better decisions to benefit
customers. "We feel that there is real power and efficiency in connecting insights from our store shelves
all the way back into the collective supply chain," said
Amanda Martinez, Albertsons group vice president of
corporate procurement, in a media release.

SHOPPER MARKETING JANUARY 2018

Johnsonville Expands Bratsgiving at Retail
'Carl' character appears throughout path to purchase in national campaign
By Neal Lorenzi

SHEBOYGAN FALLS, WIS. - Johnsonville took its annual
"Bratsgiving" program to the next level in 2017 with a
heavy digital presence, in-store activity and events featuring its "Carl the Great Bratsgiver" character. Droga5,
New York, had created the fictional legend for the 2016
campaign.
"Given the time frame, we were only able to introduce
Carl via Johnsonville social channels in 2016," says Stephanie Plehn, shopper marketing manager. "The goal in 2017
was to introduce Carl on a national level by using him in
conjunction with retailer promotions both in-store and
along the entire path to purchase."

Advantage Solutions to Merge with Daymon: Advantage Solutions, Irvine, California, and Daymon
Worldwide, Stamford, Connecticut, are forming a partnership to provide both brand- and retailer-centric
services. The union will result in operations in more
than 45 countries, including multiple joint ventures,
and enables Advantage and
Daymon to partner with
manufacturers and retailers
around the world. The current equity investors in Daymon will become part owners of the holding company
for Advantage and appoint members to its board of
directors. Daymon will continue to operate as a separate legal entity in Connecticut.
Deliv Works With Walmart in San Jose: Walmart
chose Deliv, Menlo Park, California, to be its same-day
delivery provider for its San Jose, California, area stores.
After orders have been picked and packed by Walmart
personal shoppers, Deliv
drivers retrieve the orders
from local Walmart stores
and deliver them within the
customers' pre-selected delivery windows. Customers
receive a notification when deliveries are coming, and
a signature is required to ensure freshness. This initiative expands on Walmart and Deliv's collaboration
with San Francisco-based August Home to provide secure deliveries when customers are not home.
Snipp Expands Reporting and Analytics: Torontobased Snipp Interactive is offering a new portal called
SnippInsights that provides clients with varying levels
of business intelligence and data insights for the promotions, rebates and loyalty programs they run with
Snipp. The portal is available
in a standard format, or clients can opt for deeper insights and custom reporting at an additional cost in two
other formats. Snipp will also offer clients the ability to
purchase categorization services of receipts regardless
of tier and a more granular analysis of purchase data.
Darko Moves Headquarters: Darko has relocated
all its operations from Twinsburg to Bedford Heights
in the Cleveland area. The new
160,000-square-foot campus
houses Darko's collective teams
under one roof for more efficiency in creating in-store
displays, fixtures and other services.
Send your solution provider news - new projects
and programs with brands and retailers -
to Charlie Menchaca at cmenchaca@p2pi.org.

brat), Hot Tubbin' (using a crock pot with beer and onions)
and deep frying. In tandem with the Facebook campaign,
eight custom bratwurst recipes were created for Johnsonville by Food Lion's culinary teams.
The customized digital campaign was created in collaboration with Johnsonville's marketing and Food Lion's
social and digital teams. The program drove high levels
of engagement, and Johnsonville sales increased by 14%
versus prior years.
Johnsonville also participated in the Seafair summer
festival in Seattle. Carl spent a day greeting fans, giving
out brats and spreading cheer. A collaborative Facebook
post announced that Carl was riding through Seattle on
his motorcycle visiting Albertsons Cos.' local Albertsons
and Safeway stores.

Johnsonville brought its "Carl the Great Bratsgiver" to life, figuratively
and literally, at such retailers and events as Cub Foods (left), Meijer
(above) and the Seafair summer festival in Seattle (below).

Johnsonville first declared Aug. 16
"National Bratwurst Day" in 2014 to
launch a digital "12 Days of Bratsgiving"
campaign. Digital and in-store activities
at retailers promoted the holiday again
in 2015 and created a 16% lift in sales
nationally. In 2016, Johnsonville stepped
up its activity to reach retailers earlier and
make the campaign work for their timelines.
Carl grants Bratsgiving wishes as part of his lore, which
is why many retailers have built a wish or give-back to a
charity as part of their Bratsgiving celebrations, Plehn says.
A 2017 Meijer promotion with a Brat hot tub recipe gave
shoppers ideas for individual Bratsgiving celebrations. A
Facebook Live video with an actor portraying Carl at a
Meijer store in Michigan amassed 1 million views over
three days in July. "We were excited to be the first retailer
to give Carl a voice through our Facebook livestream," says
Crystal Stowe, Meijer senior marketing specialist - vendor
partnerships, dairy, fresh and frozen. "Some (shoppers)
recognized him from Johnsonville advertising while others
were intrigued by the man riding the motorcycle with a
cooler backpack. All in all, it was a fun campaign."
The video encouraged consumers to submit a worthy
person or charity that deserves a celebration. The result:
Carl granted a wish to a local fire department that had lost
its chief while responding to a call earlier in the summer.
One of the biggest 2017 Bratsgiving initiatives included
Ahold Delhaize's Food Lion. The campaign was entirely
digital - even the coupons. A series of five humorous Facebook videos were created to help Food Lion shoppers get
ready for Bratsgiving. The videos described different ways
to cook bratwurst; included were grilling tips (don't poke a

In the Midwest, Supervalu's Shop 'n Save staged a
#BratsgivingSNSContest, awarding custom coolers and
Johnsonville brat 12-packs to select participants who
took an in-store photo with a standee depicting Carl and
then posted the image on social media using the hashtag.
The standees were produced by Graphic Composition,
Greenville, Wisconsin.
From Aug. 5-16, Johnsonville hosted another "12 Days of
Bratsgiving," offering consumers a chance to win hats and
T-shirts, can koozies, a Carl costume and brat necklaces.
"Looking ahead, we will continue the nationwide trend
of celebrating Bratsgiving and strategically partnering with
retailers," Plehn says. Carl will definitely be a part of those
celebrations, depending on how the retailers want to make
SM
it their own. That's how we customize it."
BRAND: Johnsonville
KEY INSIGHT: Strategic retailer customization can take national programs to new levels.
ACTIVATION: Johnsonville and partners (including Meijer,
Food Lion and Shop 'n Save) expanded the reach of Johnsonville's Bratsgiving program with a heavy digital presence, in-store activities and events featuring "Carl the Great
Bratsgiver" character.


http://bit.ly/2uw3qBJ

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
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
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Shopper Marketing - January 2018 - 16
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Shopper Marketing - January 2018 - 72
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