Shopper Marketing - April 2017 - 3

Vol. 30, No. 4 * April 2017

DIGITAL SHELF

Virtual Roundtable
PAGE 34

and Weber Stage BBQ at Kroger

cooking classes garner support from in-store and social media activity

has had a long assond grilling, but mainthat equity requires
ty. Last year, Big Red
n to Kroger shoppers
ky, market by running
nership with Weberne stores as an overlay
100 Days of BBQ" mar-

y times pair Big Red and barbecue,"
director Sergio Trujillo. "It serves as a
ting the bold flavors of barbecue and
ce. Weber was a natural fit."
by the Weber Mobile Grill Academy, a

LERY

GE 120

set of trucks that conducts cooking demonstrations across the country with brand partners.
The vehicles were first developed in 2015 as a
training tool for key retailers including Kroger,
but the brand began testing them with grocery
shoppers and found significant excitement.
"We weren't experienced in the logistics of
it," says Weber's Jane Quinn, B2B - promotions
and partnerships. "We discussed internally turning to our partners to see if they had interest
and letting them lead the way."
Weber settled on working with brands like Big Red to develop programs that benefit Weber by increasing interest in
grilling while helping the brands see a lift in sales. For Big Red,
Weber taught three free classes
See Big Red, Page 18

So-Lo-Mo
Central
	
PAGE 114



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
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