Shopper Marketing - January 2017 - 32
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to be a pricing leader, so Pepperidge Farm
opted for $5.98 "Rollback" pricing for Goldfish
bulk packages. "Walmart was very happy with
that and not only provided a very broad merchandising footprint for us, but also executed
in-store signage with 'Rollback' messaging for
us," Sanchez says.
The program built upon the Goldfish brand's
wholesome image. Pepperidge Farm part-
nered with Bolthouse Farms, another Campbell Soup Co. brand, on an in-store offer that
enabled shoppers to save $1 on 10-ounce baby
carrots or 11-ounce juice with purchase of a
30-ounce or larger package of Goldfish crackers. The collaboration helped Goldfish drive
home the idea that moms could use the crackers to provide children a lunch solution that's
healthy while also saving money. The instant
redeemable coupons (IRCs) were displayed on
special Goldfish half pallets created for the campaign by Chief Container, Acworth, Georgia.
Pallet displays in stores as well as a "Pack a Smile Every
Day" microsite promoted healthy options for children's
school lunches and snacks.
SHOPPER MARKETING JANUARY 2017