Shopper Marketing - January 2017 - 34
The cross-aisle partnership with Bolthouse
Farms was an unusual one for Walmart. "Being
a center-aisle supplier and having the opportunity to have a cross-aisle conversion opportunity with produce is something that I've never
seen done before," Sanchez says.
Goldfish fleshed out the idea of healthier
eating with a microsite (mixmatchmunch.goldfishsmiles.com). There, moms could find easy
recipes for various mixes incorporating Goldfish with healthy ingredients such as fruits,
vegetables and nuts.
"This idea provided solutions and inspiration
for moms during this stressful time of year as
she is sending the kids back to school," says Galen Horton, Pepperidge Farm national account
manager for Walmart. "The store is cluttered with
promotions and supplies, but nothing is talking
to her about solutions or inspiration for how she's
going to continue to provide healthy options for
her children's school lunches and snacks."
These recipes helped moms "pack a smile
every day" to counter the anxiety of those nervous first days back at school by giving their
children unique snacks that incorporate the
brand's signature fish-shaped crackers that are
"What I loved about this program is that we
helped mom to achieve a 'double win' both in
feeding her kids healthy snacks and in bringing
them happy moments," says Brian Blanchard,
Pepperidge Farm vice president of U.S. Snacks.
"By inspiring her with all the ways she can make
delicious snacks using our Goldfish crackers,
we gave mom a quick way to always bring a
smile to her child's face."
To intercept moms at home when they were
making their shopping lists, Pepperidge Farm
SHOPPER MARKETING JANUARY 2017
used digital banners both in and out of the
Walmart ecosystem, in addition to paid search.
Social influencers also were employed to share
unique mix recipes and highlight the IRC.
The program ran in Walmart stores from July
11 through Oct. 10. The social tactics and microsite launched the second week of August, with
the digital banners running the following week.
The main metric for the program was percentage of units sold versus the previous year.
Pepperidge Farm saw double-digit growth in
both sales and units moved per Walmart store
per week, and an increase in in-store execution
versus planned. "What I can tell you is that the
success of this campaign has been so tremendous that we already have commitment to reexecute for next year," Sanchez says.
Other partners for the program included
Collective Bias, Rogers, Arkansas, which ran
the influencer program; and ad agency Y&R,
KEY INSIGHTS: The back-to-school season is a stressful time for moms, who are
challenged with providing healthy options
for their children's school lunches and
snacks. The store is cluttered with promotions and supplies.
ACTIVATION: The brand began with
"Rollback" pricing, then partnered with
sister brand Bolthouse Farms to offer an
instant redeemable coupon in stores. A
microsite, digital banners and social influencers supported the campaign.