Shopper Marketing - April 2017 - 18

PROGRAMS

Big Red

Continued from Page 2

each day with up to 30 students per class at
the nine Kroger stores, demonstrating how to
mix soda into beef to produce a burger with
a caramel-like flavor and mix the Big Red into
grilled onions to turn them bubblegum pink.
"The grilling class for Big Red was about grilling burgers the Big Red way,"
Quinn says. "There were a lot
of consumers who knew Big
Red and loved it, and a lot of
others who hadn't heard of it.
Weber measured success in
getting the classes filled and
getting people to come out.
People were invited to watch
and learn. The truck is a showstopper. When it's in the parking lot, people stop by."

The events, which ran between Thursday
and Sunday from Memorial Day through Labor Day, were supported by stanchion signs in
stores along with geo-targeted Facebook and
YouTube ads. The digital activity originally
encouraged consumers to text to win a spot
at one of the events, with Mozeo, New York,
handling. However, high demand by both
consumers and store employees led them

to make the events
"Weber measured success in getting the
open to drop-ins.
The events helped
classes filled and getting people to come
increase foot traffic
out. The truck is a showstopper. When it's
to the participating
stores during the key
in the parking lot, people stop by."
barbecue periods.
Jane Quinn, B2B - promotions and partnerships, Weber
Kroger is a longtime partner for Big
Big Red measured success through both atRed, with a strong presence in Louisville and
tendance and case sales over previous years,
Southern Indiana, which are among the brand's
with the goal of a 10% increase for participatmost important markets in the country. Along
ing stores. About 75% of stores achieved that,
with the events, Big Red developed exclusive
with the average dollar sales increase being
displays for Kroger that depicted the soft drink
15.7% over previous years. Unit volume also
along with Weber grills and Yeti Coolers prodincreased 20% during the campaign.
ucts.
18

y SHOPPER MARKETING APRIL 2017



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

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
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Shopper Marketing - April 2017 - 23
Shopper Marketing - April 2017 - 24
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Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
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