Shopper Marketing - October 2016 - 20
PROGRAMS
Sargento, Walmart
Make Sandwiches
Digital campaign targets cheese shoppers who plan their trips
before visiting the store
By Chris Gelbach
Plymouth, Wis. - Sargento Foods partnered
with Walmart in May for a digital campaign
extolling the benefits of natural cheese. Unlike many summer campaigns that focus on
grilling, this one targeted sandwiches.
According to Nicole Pavlica, senior shopping marketing manager at Sargento, the
campaign's direction was inspired in part by
research from the NPD Group showing that
77% of natural sliced cheese is consumed
on sandwiches and that 52.1% of slices are
paired with lunchmeat, versus just 12.3% with
a hamburger.
The research also showed that the vast majority of cheese slices are used at lunch and
dinner. It additionally disclosed that many
consumers use pasteurized process cheese
food, which is only required to have 51% real
cheese, on those sandwiches.
"Consumers are seeking more natural, real
foods, and when we educate them on the
benefits of 100% natural cheese, we can help
them make better choices for that quick sandwich meal solution that every American has
as part of their meal routine," Pavlica says.
The campaign took a digital focus based
on the shopper insight that sandwich meals,
in particular, are planned prior to visiting the
20
y SHOPPER MARKETING OCTOBER 2016
grocery store. The targeted program started with digital engagement via Breaktime
Media's Dailybreak.com rewards site. This
approach offered Walmart shoppers educational and brand content on the benefits of
Sargento and natural cheese, a social sharing
component, and links to coupons and incentives to purchase specifically at Walmart.
"It can be difficult to target the Walmart
shopper specifically and to manage the coupon usage at Walmart," Pavlica says. "We
wanted [Breaktime's site] to be the main hub
and drive shoppers there so that everyone got
the education component that is so critical to
meeting the objectives of the campaign."
The content was designed to help consumers understand the varieties of cheese that
Sargento offers through an interactive, personality-matching tool that educates them
on which varieties they might like based upon
their preferences. "Once they got through
that, they had an opportunity to have a meal
inspiration through Pinterest and recipes and
social sharing, and they were rewarded with
a RevTrax coupon," Pavlica says.
From the Breaktime site, shoppers could
access Ibotta receipt-submission rebates on
Sargento natural cheese slices. They could
http://www.Dailybreak.com
Table of Contents for the Digital Edition of Shopper Marketing - October 2016
Contents
Shopper Marketing - October 2016 - 1
Shopper Marketing - October 2016 - 2
Shopper Marketing - October 2016 - 3
Shopper Marketing - October 2016 - Contents
Shopper Marketing - October 2016 - 5
Shopper Marketing - October 2016 - 6
Shopper Marketing - October 2016 - 7
Shopper Marketing - October 2016 - 8
Shopper Marketing - October 2016 - 9
Shopper Marketing - October 2016 - 10
Shopper Marketing - October 2016 - 11
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