Shopper Marketing - September 2016 - 34


PROGRAMS

when planning vendor programs for 2017.
"Kellogg's is one of our best and most collaborative partners," she says. "We continually
push each other to make each other stronger,
to make each other more impactful to our
customers."
Kellogg returned to Meijer on May 8 with a
"Fresh Ideas for Breakfast" promotion that encouraged shoppers to blend cereal with fruit
and yogurt to create a parfait. The two-week
omnichannel campaign centered on in-store
sampling of the recipe with supporting activity
spanning endcap displays, geo-targeted banner ads, a brand showcase within Meijer.com,
email blasts, Facebook updates and digital ads
on newspaper websites. The displays used
imagery of the snack in a mason jar against
a blackboard background meant to give it a
farmer's market vibe that Kellogg thought
would resonate with Meijer customers.
"It's really trendy," Benedetti says. "It's not
hipster, but Millennial. We knew it was a winner."
While the brand is still running market mix
analysis, Benedetti says that all the shortterm key performance indicators were "very
strong."

34

y SHOPPER MARKETING SEPTEMBER 2016

The program's success at Meijer led Kellogg
to bring the "Fresh Ideas for Breakfast" program to another region by partnering with
Publix.
Appert says Meijer is eager to receive similarly ambitious programs from its brand partners. "To establish the best partnership with
a retailer, a vendor needs to think outside the
box and bring what they're best at, typically
the product and their connection with consumers, and extend it to a total retail soluSM
tion," she says. "Push our limitations."

MANUFACTURER: Kellogg
RETAILER: Meijer
KEY INSIGHTS: Cereal sales have declined as consumers have turned to other
foods for breakfast. Consumers still like
cereal.
ACTIVATION: The partners activated a
purchase incentive for cereal SKUs and
fresh berries with account-specific pallet
displays in produce as well as endcaps
and in-line headers. A variety of digital
activity supported the effort.


http://www.Meijer.com

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
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
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Shopper Marketing - September 2016 - 76
Shopper Marketing - September 2016 - 77
Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
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Shopper Marketing - September 2016 - 84
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Shopper Marketing - September 2016 - 92
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Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
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
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
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Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
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Shopper Marketing - September 2016 - 208
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