Shopper Marketing - January 2017 - 34


PROGRAMS

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
literally smiling.
"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
34

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,
SM
New York.

BRAND: Goldfish
RETAILER: Walmart
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.


http://mixmatchmunch.goldfishsmiles.com/ http://mixmatchmunch.goldfishsmiles.com/

Table of Contents for the Digital Edition of Shopper Marketing - January 2017

Contents
Shopper Marketing - January 2017 - 1
Shopper Marketing - January 2017 - 2
Shopper Marketing - January 2017 - 3
Shopper Marketing - January 2017 - Contents
Shopper Marketing - January 2017 - 5
Shopper Marketing - January 2017 - 6
Shopper Marketing - January 2017 - 7
Shopper Marketing - January 2017 - 8
Shopper Marketing - January 2017 - 9
Shopper Marketing - January 2017 - 10
Shopper Marketing - January 2017 - 11
Shopper Marketing - January 2017 - 12
Shopper Marketing - January 2017 - 13
Shopper Marketing - January 2017 - 14
Shopper Marketing - January 2017 - 15
Shopper Marketing - January 2017 - 16
Shopper Marketing - January 2017 - 17
Shopper Marketing - January 2017 - 18
Shopper Marketing - January 2017 - 19
Shopper Marketing - January 2017 - 20
Shopper Marketing - January 2017 - 21
Shopper Marketing - January 2017 - 22
Shopper Marketing - January 2017 - 23
Shopper Marketing - January 2017 - 24
Shopper Marketing - January 2017 - 25
Shopper Marketing - January 2017 - 26
Shopper Marketing - January 2017 - 27
Shopper Marketing - January 2017 - 28
Shopper Marketing - January 2017 - 29
Shopper Marketing - January 2017 - 30
Shopper Marketing - January 2017 - 31
Shopper Marketing - January 2017 - 32
Shopper Marketing - January 2017 - 33
Shopper Marketing - January 2017 - 34
Shopper Marketing - January 2017 - 35
Shopper Marketing - January 2017 - 36
Shopper Marketing - January 2017 - 37
Shopper Marketing - January 2017 - 38
Shopper Marketing - January 2017 - 39
Shopper Marketing - January 2017 - 40
Shopper Marketing - January 2017 - 41
Shopper Marketing - January 2017 - 42
Shopper Marketing - January 2017 - 43
Shopper Marketing - January 2017 - 44
Shopper Marketing - January 2017 - 45
Shopper Marketing - January 2017 - 46
Shopper Marketing - January 2017 - 47
Shopper Marketing - January 2017 - 48
Shopper Marketing - January 2017 - 49
Shopper Marketing - January 2017 - 50
Shopper Marketing - January 2017 - 51
Shopper Marketing - January 2017 - 52
Shopper Marketing - January 2017 - 53
Shopper Marketing - January 2017 - 54
Shopper Marketing - January 2017 - 55
Shopper Marketing - January 2017 - 56
Shopper Marketing - January 2017 - 57
Shopper Marketing - January 2017 - 58
Shopper Marketing - January 2017 - 59
Shopper Marketing - January 2017 - 60
Shopper Marketing - January 2017 - 61
Shopper Marketing - January 2017 - 62
Shopper Marketing - January 2017 - 63
Shopper Marketing - January 2017 - 64
Shopper Marketing - January 2017 - 65
Shopper Marketing - January 2017 - 66
Shopper Marketing - January 2017 - 67
Shopper Marketing - January 2017 - 68
Shopper Marketing - January 2017 - 69
Shopper Marketing - January 2017 - 70
Shopper Marketing - January 2017 - 71
Shopper Marketing - January 2017 - 72
Shopper Marketing - January 2017 - 73
Shopper Marketing - January 2017 - 74
Shopper Marketing - January 2017 - 75
Shopper Marketing - January 2017 - 76
Shopper Marketing - January 2017 - 77
Shopper Marketing - January 2017 - 78
Shopper Marketing - January 2017 - 79
Shopper Marketing - January 2017 - 80
Shopper Marketing - January 2017 - 81
Shopper Marketing - January 2017 - 82
Shopper Marketing - January 2017 - 83
Shopper Marketing - January 2017 - 84
Shopper Marketing - January 2017 - 85
Shopper Marketing - January 2017 - 86
Shopper Marketing - January 2017 - 87
Shopper Marketing - January 2017 - 88
Shopper Marketing - January 2017 - 89
Shopper Marketing - January 2017 - 90
Shopper Marketing - January 2017 - 91
Shopper Marketing - January 2017 - 92
Shopper Marketing - January 2017 - 93
Shopper Marketing - January 2017 - 94
Shopper Marketing - January 2017 - 95
Shopper Marketing - January 2017 - 96
Shopper Marketing - January 2017 - 97
Shopper Marketing - January 2017 - 98
Shopper Marketing - January 2017 - 99
Shopper Marketing - January 2017 - 100
Shopper Marketing - January 2017 - 101
Shopper Marketing - January 2017 - 102
Shopper Marketing - January 2017 - 103
Shopper Marketing - January 2017 - 104
Shopper Marketing - January 2017 - 105
Shopper Marketing - January 2017 - 106
Shopper Marketing - January 2017 - 107
Shopper Marketing - January 2017 - 108
Shopper Marketing - January 2017 - 109
Shopper Marketing - January 2017 - 110
Shopper Marketing - January 2017 - 111
Shopper Marketing - January 2017 - 112
Shopper Marketing - January 2017 - 113
Shopper Marketing - January 2017 - 114
Shopper Marketing - January 2017 - 115
Shopper Marketing - January 2017 - 116
Shopper Marketing - January 2017 - 117
Shopper Marketing - January 2017 - 118
Shopper Marketing - January 2017 - 119
Shopper Marketing - January 2017 - 120
Shopper Marketing - January 2017 - 121
Shopper Marketing - January 2017 - 122
Shopper Marketing - January 2017 - 123
Shopper Marketing - January 2017 - 124
Shopper Marketing - January 2017 - 125
Shopper Marketing - January 2017 - 126
Shopper Marketing - January 2017 - 127
Shopper Marketing - January 2017 - 128
Shopper Marketing - January 2017 - 129
Shopper Marketing - January 2017 - 130
Shopper Marketing - January 2017 - 131
Shopper Marketing - January 2017 - 132
Shopper Marketing - January 2017 - 133
Shopper Marketing - January 2017 - 134
Shopper Marketing - January 2017 - 135
Shopper Marketing - January 2017 - 136
Shopper Marketing - January 2017 - 137
Shopper Marketing - January 2017 - 138
Shopper Marketing - January 2017 - 139
Shopper Marketing - January 2017 - 140
Shopper Marketing - January 2017 - 141
Shopper Marketing - January 2017 - 142
Shopper Marketing - January 2017 - 143
Shopper Marketing - January 2017 - 144
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com