Shopper Marketing - February 2018 - 11
FEBRUARY 2018 SHOPPER MARKETING
Campbell Drives Holiday Shoppers to Target
By Cyndi Loza
ROSEMONT, ILL. - Megan Hennigan was a
senior in college when she first celebrated
Friendsgiving, a Thanksgiving-style gathering of friends usually held in late November on a day other than the fourth Thursday. "We had a coupon for a free turkey ...
so the Sunday before Thanksgiving, before
everyone went home, we started making a
turkey," said Hennigan, now shopper mar-
keting senior manager at Campbell Soup
Co., during a Path to Purchase Expo presentation in September. "It looked a little
different than a traditional holiday dinner,
but a tradition was born."
While marketing isn't just about one's
own experiences, Hennigan said Campbell's 2016 Friendsgiving and holiday program at Target "very much hit home because it was something I
knew and understood we
Campbell Soup Co.'s
could bring to life."
Kara Russo, vice president, retail marketing
group, at The Mars Agency, joined Hennigan to
share how the agency and
with Target to execute
t he prog ram, which
used targeted media to
connect with Millennial shoppers and hosts
to inspire Friendsgiving
celebrations and promote
turnkey meal solutions.
The program was born
from a business challenge. Campbell had
learned only 10% of
holiday shoppers were
buying their side dish
grocery items at Target.
The figure was especially
troubling to the manufacturer whose products are used as ingredients in side dishes
at Thanksgiving and holiday dinners. The
company also has an opportunity to shine
during the holidays when shoppers might
be more inclined to cook with national
brands versus private label SKUs for their
crucial holiday dinners.
"If we don't make holiday, we don't make
our year," Hennigan said. "So, it's intensely
important for us to make it both nationally
and then specifically within Target as a key
Campbell knew it couldn't solve all of
Target's challenges with grocery, but it did
need to address some of the retailer's traffic
and leakage challenges and help get holiday shoppers into Target stores to buy their
ingredients. Ultimately, the manufacturer
set out to win an additional 1% of side dish
shoppers, which would translate to another
$11 million of sales within Target.
The plan was to win more of Target's
holiday grocery spend and drive longterm loyalty by creating an incremental
occasion through Friendsgiving that is
distinctly ownable to Target. Approaching
the retailer, "we had to position it in a way
that would resonate for Target so an incremental occasion that generated frequency,
conversation and grocery, and preempted
competition," Russo said. "We had to make
it matter to Target and ... give them an ownable white space." The result was Target re-
ally latching on to the program and deploying their media network team to help create
a media plan and creative experience.
As part of the media plan, the partners
came up with a Friendsgiving landing page
within Target.com that was broken up into
three territories. The first was a "lifestyle
driving" section depicting people at a table alongside a plethora of products from
brands including Campbell's flagship and
Swanson, and Del Monte Food's flagship.
The second was a "get the party started"
appetizer-based section and the third spotlighted side dishes, which "Campbell's could
really own" along with brand partners such
as Del Monte, Russo said. The page shared
relevant recipes and ideas and contained
how-to videos aimed at inspiring and offering easy meal solutions for first-time hosts.
Knowing that Friendsgiving is popular
among digital-savvy shoppers, the media
plan also included social media activity,
which "really paid off," Russo said. The retailer saw more than twice the lift in Cartwheel redemptions and 33.4% in-store
sales lift, according to Russo. "We solidified
that Friendsgiving is not a fad," she said.
"It's here to stay. It's the future."
Campbell not only drove scale and increased visibility through the program,
but also built credibility by extending it
to other brands such as Del Monte. "We
brought that thought leadership to Target,
but it wasn't Campbell's-serving, it was total-grocery serving and it really positioned
Campbell's as one of the strategic partners
in grocery," Russo said.
M&M's Caramel Launch Blends National, Retailer-Specific Tactics
By Ed Finkel
R OSEMONT, I LL . - The introduction of
M&M's Caramel in May 2016 was the largest launch to date for the Mars Chocolate
North America shopper marketing team,
which worked to integrate its efforts with the
national brand team while simultaneously
providing personalization for key retailers.
At the national level, Mars relied on the
brand team to grow awareness and drive
conversion, setting up agencies for success
with a robust plan that targeted shoppers
in a relaxed, passive mindset, said Nicole
Radley, shopper marketing manager. She
presented alongside colleagues Sheryl Hannam, Melissa Lozuke and Hannah McKee
in September at the Path to Purchase Expo.
Mars provided display banners that retailers could customize to incorporate their
own logos and calls to action, Radley said.
"We integrated custom content to hit shoppers and consumers when it made the most
sense - while making a shopping list, or
planning a party," she said. "The national
team executed FSIs to hit shoppers while
they were looking through their Sunday
paper." Digital and social also played a significant role.
Tactics at individual retailers ranged
from point-of-sale ads and in-store demos
to digital coupons that drove trial of the
new flavor, Lozuke said. The shopper
marketing team targeted everything from
"Wow! Wednesday" promotions at Dollar General and Facebook Live videos for
Meijer to displays in high traffic areas at
Walmart. The latter "made it hard for shoppers to walk by and not put a bag of caramel M&M's in their cart," she said.
Mars worked with retailers around key
messaging first and then on how to activate
the campaign in-store, Hannam said. "How
do we speak to shoppers at Meijer, or shoppers at Walmart?" she said.
The shopper marketers teamed with agency partners and retailers to ensure that each
received the material that fit best into its strategic objectives, Radley said. "It was great that
we got to learn what all our retailers would be
doing," she said, adding that she recommended such an approach for all major launches.
This process involved a lot of "back and
forth between brand teams," McKee said,
in order to determine that "this is the equity we want to bring to market - and use
in retailers as is, or customize for the retailer. The retailers created style guides,
and we used specific assets to create their
programs. That starts with the brand team
and then is kicked to shopper marketing."
Mars raised awareness with retailers in
the first place by sharing information early in settings such as candy trade shows,
where it passed out samples, Hannam said.
"For a launch of this size with the M&M
brand, everybody was all in," she said.
The shopper marketing team worked
collaboratively with its partners to ensure
that shoppers did not feel inundated with
the diverse array of messaging channels,
Hannam said. "We made sure we were hitting them only when they should be targeted and not multiple times," she said.
The campaign marked the fastest
speed-to-launch for any Mars item, at four
months, McKee said. As of late September, the launch had surpassed expecta-
Mars Chocolate North
America's Nicole Radley
tions nationally, with 38% of volume in
convenience stores and 23% at Walmart,
and an 18% increase in foot traffic. "Those
numbers are only going to continue to get
better and drive sales of our biggest brand
in our newest flavor," she said. "We worked
together [with retailers] to create a mix that
made sense. We worked tirelessly with our
supply team and our sales team."
Beyond the initial launch, the shopper
marketing team planned to find occasions
to continue to drive awareness, with Halloween next on the agenda. "You'll see
some Halloween solutions with caramel,"
McKee said. "Now it becomes part of the
[ongoing] plan. We will be integrating that
into different seasons and moments going