Shopper Marketing - August 2018 - 6
SHOPPER MARKETING AUGUST 2018
Wonderful Campaign Drives Sales
Halos targets adults and children through TV, print, digital and in-store
By Neal Lorenzi
Quotient, SE Grocers Launch SEG Media Hub
Quotient, Mountain View, California, and Southeastern Grocers announced the creation of SEG Media
Hub, a platform that gives shoppers more relevant
digital ad messages and savings. The hub will be the
sole place where a CPG brand
can target SE Grocers shoppers
with relevant and effective digital advertising that ties back
directly to sales, according to
Quotient. The key components
that comprise the data-driven
media platform are shopper
audience targeting, creative digital ad units and media measurement. Quotient's media platform and
technology will manage and optimize the entire system. SE Grocers is the parent company of Bi-Lo, Fresco
y Mas, Harveys Supermarket and Winn-Dixie.
Yasso Serves Pints with Abbott-Action: Abbott-Action, Attleboro, Massachusetts, developed a packaging system for Yasso to help introduce its pint category
of frozen greek yogurt earlier this year. Abbott-Action's design team developed a corrugated cooler
pack that included a die-cut
tray to contain the frozen pints.
The system was insulated with
expanded polystyrene pads
and a die-cut corrugated box
for the dry ice along with a
digitally printed master carton.
The challenge was to reproduce Yasso's brand colors
and ensure the packaging and product would remain
intact during transit for a quality unboxing experience
for retail buyers, industry influencers and various media outlets.
Eversight Partners With Rite Aid: Eversight, Palo
Alto, California, announced the expansion of its AI and
experimentation initiative through a partnership with
Rite Aid. The Eversight Testing Network includes an
assortment of digital and retailer platforms selected
to provide broad demographic and geographic coverage. The partnership
means brands will be able
to test promotions directly
with Rite Aid's 2 million
daily customers in stores
during their path to purchase and use Eversight's Smart Offer Bank to identify
top performing offers for the drug channel. The bank
uses machine learning and AI to design intelligent
tests. It incorporates specific brand inputs to adapt
to the pricing parameters, long purchase cycles and
stock-up products that can make promoting in drug
Emnos Boosts Assortment Planning: Emnos, Chicago, unveiled a retail assortment planning solution
called emnosAssorter. It enables end-to-end workflow management while simultaneously providing
retailers with an optimal assortment strategy based
on their customers' needs
and business objectives.
Emnos' proprietary algorithms generate the optimal product mix depending on store format. The
solution, backed by analytical models, then simulates
the financial impact of the recommended plan instantaneously, eliminating risk from the process. The interface also includes real-time simulations for optimal
planning between retailers and their CPG partners.
Send your solution provider news - new projects
and programs with brands and retailers -
to Charlie Menchaca at email@example.com.
L os A ngeLes - The Wonderful Co. has expanded its
marketing campaign promoting Wonderful Halos in
its second year, this time also
targeting adults. The "Good
Choice, Kid" program initially targeted children, but
company research indicated
that older shoppers turn to
Halos, or California mandarins, as well, says Adam
Cooper, Wonderful Co. vice
president of marketing.
The campaign is part of an
integrated approach aimed at
driving sales, demand and
increased market share instore and out-of-store. The
objective is to capture consumers' attention by creating
a unique and fun way for customers to easily identify the
product and be compelled to
"Combined with our national TV campaign, print
and digital offerings, our approach is continuing to build
consumer awareness and
demand for Halos throughout the season, November
through May," Cooper says.
In 2016, the campaign
launched with four national
and local TV spots featuring
children facing dilemmas
and promoting Halos as a
good choice. In November
2017, Halos introduced two
TV spots aimed at adults.
With this added focus, the
campaign reaches people of
"We have shipped more POS materials than
the entire last season, and some stores that
are utilizing our new displays have already
doubled their velocity of Halos."
Adam Cooper, Wonderful Co. VP of marketing
all ages and challenges them to make healthy decisions.
The TV campaign is complemented by the company's
largest digital program to date as well as print, national
FSIs, public relations, social media and a dedicated influencer program. A digital billboard was featured in Times
Square in New York. In stores, a POS display program
brings to life Halos' "Grove of Goodness" with a groveto-store tractor and grove tree display, highlighting the
process of delivering fresh California mandarins directly
from farm to table.
The displays are a key element of the campaign's success.
More than half of consumers who purchase mandarins
make the decision to purchase in-store and 96% of Halos' inventory sells through displays, Cooper says. "The
Wonderful Halos brand makes it easier than ever for our
more than 20,000 retail stores to merchandise in-store by
utilizing our captivating, high-graphic packaging and eyecatching POS displays," he says.
Wonderful Citrus - the Wonderful Co. division that
grows, packs and ships citrus - sends the Halos POS displays directly to its stores and employs 175 sales merchandisers to help with setup. The compact display also allows
retailers with a smaller footprint to position it in secondary
locations such as near the deli and checkout.
The campaign had success early on, Cooper says. "We've
not only experienced the fastest start to the season with
double-digit growth in sales, but the overwhelmingly
glowing response received at the retailer level has been
tremendous. To date, we have shipped more Halos POS
materials than the entire last season, and some stores that
are utilizing our new displays have already doubled their
velocity of Halos."
The Wonderful Co.'s in-house team, led by chief creative
officer Darren Moran, developed the campaign.
BRAND: Wonderful Halos
KEY INSIGHT: Adults, as well as children, are challenged
with making healthy decisions every day. More than half of
consumers who purchase mandarins make the decision to
ACTIVATION: A campaign combining TV, print and digital
builds consumer awareness and demand for the product.
Impactful in-store displays enabled stores to effectively
merchandise the product.