Shopper Marketing - June 2017 - 90
isted in the cracker category, and with flavors
like sweet potato, spinach and garlic, shoppers should follow their curiosity.
Focusing on three key retailers, Mondelez
layered in excitement in the cracker category by leveraging the full path to purchase at
each. At Albertsons, P-O-P merchandising
included floor displays with messaging that
said, "Try SomeTHiN Good" as well as shelf
talkers in the cracker aisle with the same messaging. These displays tied into national TV,
an FSI and sampling at the retailer. Print ads
went into Albertsons custom publications,
including the circular. Digital work included a
customized landing page on MyWebGrocer
and display ads driving traffic to the landing
page. Mondelez also activated bloggers to
share the story.
At Meijer, a special "spanner-mod" display
reached shoppers. Digitally, a custom "Brand
Boutique" landing page was created for Meijer and display ads drove traffic to the site. A
coupon through Meijer's mPerks program offered 75 cents off a box of Good Thins.
At Walmart, displays carried a tearpad coupon for the same offer, and shelf talkers met
shoppers in the cracker aisle. The partners created a custom landing page for Walmart.com,
y SHOPPER MARKETING JUNE 2017
Try SomeTHiN Good
with targeted banner ads directing shoppers
online to the page. They also tapped bloggers, while social posts spread awareness of
the new Good Thins crackers but also demonstrations at select Walmart locations. There
were 2,100 store demo events that handed
out samples. In addition, brand ambassadors
handed out fliers about Good Thins at stores.
At Walmart Supercenters with gas stations, an
ad ran on Gas Station TV.
The omnichannel program at each retailer
drove overall category growth across each
retailer and helped establish Mondelez as a
healthy option in the cracker category.