Shopper Marketing - September 2016 - 32
PROGRAMS cereal is an option and there are cool things you can do with it," says Analia Benedetti, Kellogg director of shopper marketing and multicultural commercialization. The partners developed a "Stir It Up" versatility platform and reached out to Midwestern mass merchant Meijer for its first execution. "We have a really strong relationship with Meijer," Benedetti says. "We understand their shoppers. We saw an opportunity to remind our shoppers that we are there and that there are ways to enjoy cereal outside the bowl." They first activated the platform on April 17, offering Meijer shoppers who bought three participating Kellogg SKUs $3 off a fresh berry purchase. The incentive targeted two of Meijer's primary shopper groups: busy moms who flirt with heath, and health-conscious shoppers who like local produce. The program coincided with the beginning of the Midwest's berry season to ensure shoppers had plenty of fruit choices. Meijer was so impressed with the program that it let Kellogg 32 y SHOPPER MARKETING SEPTEMBER 2016 do something the retailer had never done before: put cereal in the highly trafficked frontof-store produce section. "The concept seems really simple, but it was the first time we did something like this," Meijer marketing director Renee Appert says. "Normally you'd have to trek to another area of the store. They built us a really innovative display that held the cereal and the fresh produce on top. Customers had really clean messaging and the solution." Along with the account-specific pallet displays in pro duce, the incentive was also promoted on endcap displays and inline headers. Display ads on cooking-focused websites such as MrFood. com and FoodNet work.com supported the effort. The program was a massive success. "The week that we partnered with fruit directly was one of our best weeks ever in terms of sales, conversion, ROI, everything," Ingram says. Not only did the campaign increase market share for Kellogg at Meijer but it was a great week for breakfast and berries overall, Appert says. The partners plan to run another version this fall with bananas instead of berries, and Appert says Meijer has been using the promotion as an example of best practices
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