Shopper Marketing - May 2016 - 31


Campbell and
Meijer used
multiple in-store
touchpoints
to promote
the campaign,
including floor
graphics, endcap
signage and
entry shrouds.

to win a meet-and-greet with the players. Ten
winners in each market went to the local NFL
stadium on a weekday in December for a full
dinner and short "chalk talk" with the player,
receiving autographs from and photos with
him. The winners also sang the local team's
fight song, and videos of the performances
were posted on the Chunky Twitter account.
The campaign began in October and ran
through the NFL season. In stores, the campaign was promoted throughout October
through an endcap display and floor graphics,
and during the first two weeks of October with
an entry shroud. The content on the microsite
was updated through the football season, and
additional display support was added in January leading up to Super Bowl 50.
Campbell Soup Co. and Meijer will define
success for the campaign using metrics that include sales, category share growth for Chunky
at Meijer, and impressions delivered. The effort

represented Chunky's largest-scale local NFL activation to date. "One of our strategies from a
Chunky perspective is to be able to activate our
national efforts at a local level and really bring
the spirit and the passion of the NFL into those
markets and tie that back to Chunky," Elu says.
"This is a great visualization of that strategy and
how it can work successfully with our retailers.
We are looking at how we do that with more
partners in our next fiscal."
Agency partners for the campaign included The Mars Agency, Southfield, Michigan,
which developed all of the online and in-store
SM
creative.
BRAND: Campbell's Chunky
RETAILER: Meijer
KEY INSIGHTS: Meijer identifies football as a fabric of its shoppers' lives. Both
Chunky and Meijer had existing NFL relationships.
ACTIVATION: Chunky and Meijer partnered locally with five NFL teams on a
Chunky "Craveman" campaign featuring
a variety of in-store and digital activity,
including multiple sweepstakes.
MAY 2016 SHOPPER MARKETING y

31



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

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
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Shopper Marketing - May 2016 - 40
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Shopper Marketing - May 2016 - 43
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Shopper Marketing - May 2016 - 55
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Shopper Marketing - May 2016 - 140
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Shopper Marketing - May 2016 - 142
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