Shopper Marketing - March 2016 - 22


PROGRAMS

Campbell 'Kicks Up'
Partnership With Albertsons
Pace brand targets current users during retailer's 'Stock Up Sale'
to increase usage occasions
By Chris Gelbach

Camden, n.J. - Campbell Soup Co. partnered
with Albertsons in October 2015 for a campaign aimed at current Pace salsa buyers that
would "kick up the flavor" of meals. According
to Christian Ardito, senior marketing manager
at Campbell, the campaign was initially conceived after internal research identified a big
growth opportunity for Pace: the potential
to increase usage occasions among current
medium to heavy users of the brand.
To reach them, Campbell envisioned a campaign focused on the versatility of Pace salsa
by highlighting new and different recipes as
well as diverse usage occasions that included
breakfast, lunch, dinner and snacks. Using
shopper data, Campbell identified the best
geographies and stores that could reach this
target audience. Albertsons emerged as a key
customer based on the number of best stores
and the geographies in which they were located.
When Campbell approached Albertsons
with the initial engagement plan, the retailer
offered to collaborate more closely in developing the campaign. "It was the first time, at
a large scale, that we collaborated at that level
with a retailer - where the retailer is actually
22

y SHOPPER MARKETING MARCH 2016

developing and managing the implementation of the project," Ardito says.
The multipronged campaign was deployed
during Albertsons' largest co-op event, its annual "Stock Up Sale" that ran from the end of
September through mid-October. This timing
made for great synergy with Pace's traditionally strong September sales.
To reach existing Pace enthusiasts effectively, the campaign emphasized social media channels where recipes are particularly
popular, such as Pinterest. The campaign also
included targeted Facebook ads, banner ads
and mobile ads as well as landing pages across
Albertsons websites. Campbell additionally
took over an issue of Albertsons' "The Dish"
recipe email to feature salsa-dependent recipes such as "Terrific Tacos," "Picante Chicken
Enchiladas" and "Spicy Grilled Quesadillas."
Albertsons bloggers separately shared these
and other recipes, as well as their perspectives on them.
The digital activity was supplemented by
an in-store promotion offering two jars of
16-ounce Pace salsa or picante sauce for $4,
versus regular prices ranging from $2.49 to
$3.49. Branded in-store displays also featured



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
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