Shopper Marketing - September 2016 - 38


PROGRAMS

form of power wings in the retailer's "Sweet
Treats" section throughout the summer. "Our
goal has been to support all new distribution
with an integrated program to drive awareness and trial. We view in-store secondary display vehicles with trial-generating coupons
as a key component of the path to purchase."
Although the Sour Jacks brand has been
around for years, the brand relaunched in July
2015, adding three new flavors, updating the
packaging and upgrading to the candy's proprietary wedge shape. "We saw a lot of growth
in the confection category, so the wedge for
watermelon was one of the preferred consumer shapes," Unchester says. "We felt like we had
an opportunity to extend that and capitalize
on the growth we were seeing in sours."
Unchester says the team viewed the relaunch as a fresh start for the brand and approached it similar to how a small startup
would - knocking on doors to show retailers
the new product line as well as finding creative
and engaging ways to broaden awareness.
The target for this campaign was the primary household grocery shopper. Unchester
says when it comes to confections, consumers want relief from boredom. "They're looking for new products and flavors," she says.
"This campaign took place at fun events in key
markets, typically during the weekend when
consumers were looking for entertainment."
Prior to each sampling event, Promotion In
Motion ran targeted local social advertising
on Facebook and Instagram, and there was
PR outreach. At the events, campaign ambassadors engaged consumers. Fans were also
able to follow the brand on Facebook, Twitter and Instagram and participate in its "Vote
38

y SHOPPER MARKETING SEPTEMBER 2016

4 Jack" games to win free samples. Targeted
radio spots also supported the effort, calling
out local retailers that carry the product.
To measure the program's success, the
company had metrics in place for quantity
of samples distributed, social engagements
and coupon redemptions, while also looking
at sales in each key retailer. Dramatic sales
increases (133% for four weeks ending May
15, according to IRI data) point to a successful
campaign.
Unchester would not provide supplier partner information and says 2016 is "definitely an
investment year for Sour Jacks." The company
is looking to extend the campaign to more
SM
markets, she says.

BRAND: Sour Jacks
RETAILERS: Meijer and Harris Teeter
KEY INSIGHTS: Consumers are looking
for relief from boredom. They want new
products and flavors. The confection category is growing.
ACTIVATION: The brand staged sampling events in several Meijer and Harris Teeter markets to spotlight recently
relaunched Sour Jacks. The integrated
campaign included coupons, paid local
digital media and various in-store components.



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
Shopper Marketing - September 2016 - 58
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Shopper Marketing - September 2016 - 60
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Shopper Marketing - September 2016 - 63
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Shopper Marketing - September 2016 - 76
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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
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Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
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Shopper Marketing - September 2016 - 146
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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 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
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