Shopper Marketing - June 2017 - 85
seen only 3% growth compared to doubledigit gains at other retailers.
Working with ShopRite, Friendship Dairies
created a "Mix-In Matchmaker" program that
co-marketed with Bear Naked granola, Dole
Wildly Nutritious Signature Blends frozen
fruit, Dole Power Up Greens, Dole pineapple
and ShopRite almonds to help shoppers discover combinations of healthy snacks to mix
with cottage cheese.
Third-party research pointed out that consumers use snacks to fuel their day but also
relieve boredom, so they're looking to discover foods and are trying to be healthy. ShopRite and Friendship Dairies targeted shoppers
with emails, weekly circulars, digital ads and
social media. The strategy was to build up inspiration and drive foot traffic for a snack that
shoppers may have forgotten. A ShopRite
landing page acted as a hub of information
and ideas like breakfast bowls and smoothies.
In stores, demos worked alongside case cards
and shelf signage. The retailer promised $5
off with purchase of five "Mix-in Matchmaker"
products to incentivize shoppers.
The program helped build sales at ShopRite, which wanted to attract foodie shoppers
who seek healthy foods to feed their families
Saputo Dairy Foods
Partners + Napier
and tend to shop at competing grocers and
Trader Joe's. The "Mix-in Matchmaker" program worked as the retailer saw new purchasers of the Friendship Dairies brand rise 93%,
exceeding the goal of 50%. Additionally, 60%
of them performed a repeat purchase in the
next month. On the landing page, nearly 40%
of clicks resulted in a "Mix-in Matchmaker"
item added to the shopping list, while 46%
added two items.
Overall, the category growth saw a 7%
bump at ShopRite.
JUNE 2017 SHOPPER MARKETING y