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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
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Shopper Marketing - September 2016 - 55
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Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
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Shopper Marketing - September 2016 - 150
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