Shopper Marketing - October 2016 - 23


also view additional brand content on the
benefits of natural cheese versus pasteurized
process cheese food, also known as American
singles.
The digital activation kicked off prior to
Memorial Day, the beginning of the peak season for cheese slice products. In stores, the
promotion was supported by product demos
over Father's Day weekend that highlighted
different varieties of Sargento cheese slices
on sandwiches. This gave shoppers the ability
to experience the difference of natural cheese
firsthand. The campaign wrapped up in early
September.
The success of the program will be defined
by product sales, the number and quality of
digital impressions, and shopper engagement. "We are outperforming most of Breaktime Media's benchmarks with engagement
on the program, so we're very pleased with
that element," Pavlica says. As the leading
brand in natural cheese slices, Sargento is also
trying to elevate the category and its performance.
The Walmart program is one of several that
Sargento executes with strategic retail partners. Others include an initiative with Kroger
that features pre-shop digital activation along
with a greater reliance on Kroger's communication tools, as well as a program with Publix
featuring a mix of digital and traditional media. The Walmart program was differentiated
both in its strong focus on digital tools and
in its emphasis on the cold sandwich meal
occasion.
Partners for the program include activation agency IN Marketing Services (headquartered in Norwalk, Connecticut, with its

Walmart team in Bentonville, Arkansas); digital engagement specialists Breaktime Media
(Boston); mobile cash-back coupon vendor
Ibotta (Denver and Chicago); digital incentives agency RevTrax (New York City); and instore demo agency Shopper Events (Rogers,
SM
Arkansas).

BRAND: Sargento
RETAILER: Walmart
KEY INSIGHTS: Sandwich meals are
planned prior to visiting the grocery
store, and research shows 77% of natural
sliced cheese is consumed on sandwiches.
ACTIVATION: Digitally focused effort
centers on Dailybreak.com rewards site,
coupons and receipt submission rebates.
OCTOBER 2016 SHOPPER MARKETING y

23


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
Shopper Marketing - October 2016 - 12
Shopper Marketing - October 2016 - 13
Shopper Marketing - October 2016 - 14
Shopper Marketing - October 2016 - 15
Shopper Marketing - October 2016 - 16
Shopper Marketing - October 2016 - 17
Shopper Marketing - October 2016 - 18
Shopper Marketing - October 2016 - 19
Shopper Marketing - October 2016 - 20
Shopper Marketing - October 2016 - 21
Shopper Marketing - October 2016 - 22
Shopper Marketing - October 2016 - 23
Shopper Marketing - October 2016 - 24
Shopper Marketing - October 2016 - 25
Shopper Marketing - October 2016 - 26
Shopper Marketing - October 2016 - 27
Shopper Marketing - October 2016 - 28
Shopper Marketing - October 2016 - 29
Shopper Marketing - October 2016 - 30
Shopper Marketing - October 2016 - 31
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Shopper Marketing - October 2016 - 33
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Shopper Marketing - October 2016 - 36
Shopper Marketing - October 2016 - 37
Shopper Marketing - October 2016 - 38
Shopper Marketing - October 2016 - 39
Shopper Marketing - October 2016 - 40
Shopper Marketing - October 2016 - 41
Shopper Marketing - October 2016 - 42
Shopper Marketing - October 2016 - 43
Shopper Marketing - October 2016 - 44
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Shopper Marketing - October 2016 - 46
Shopper Marketing - October 2016 - 47
Shopper Marketing - October 2016 - 48
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Shopper Marketing - October 2016 - 50
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Shopper Marketing - October 2016 - 53
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Shopper Marketing - October 2016 - 55
Shopper Marketing - October 2016 - 56
Shopper Marketing - October 2016 - 57
Shopper Marketing - October 2016 - 58
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Shopper Marketing - October 2016 - 60
Shopper Marketing - October 2016 - 61
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Shopper Marketing - October 2016 - 63
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Shopper Marketing - October 2016 - 73
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Shopper Marketing - October 2016 - 91
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Shopper Marketing - October 2016 - 97
Shopper Marketing - October 2016 - 98
Shopper Marketing - October 2016 - 99
Shopper Marketing - October 2016 - 100
Shopper Marketing - October 2016 - 101
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Shopper Marketing - October 2016 - 103
Shopper Marketing - October 2016 - 104
Shopper Marketing - October 2016 - 105
Shopper Marketing - October 2016 - 106
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Shopper Marketing - October 2016 - 109
Shopper Marketing - October 2016 - 110
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Shopper Marketing - October 2016 - 112
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Shopper Marketing - October 2016 - 118
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Shopper Marketing - October 2016 - 121
Shopper Marketing - October 2016 - 122
Shopper Marketing - October 2016 - 123
Shopper Marketing - October 2016 - 124
Shopper Marketing - October 2016 - 125
Shopper Marketing - October 2016 - 126
Shopper Marketing - October 2016 - 127
Shopper Marketing - October 2016 - 128
Shopper Marketing - October 2016 - 129
Shopper Marketing - October 2016 - 130
Shopper Marketing - October 2016 - 131
Shopper Marketing - October 2016 - 132
Shopper Marketing - October 2016 - 133
Shopper Marketing - October 2016 - 134
Shopper Marketing - October 2016 - 135
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Shopper Marketing - October 2016 - 183
Shopper Marketing - October 2016 - 184
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