Shopper Marketing - July 2017 - 36
pool won a $100 gift card to an Albertsons
store of their choice and a Johnsonville prize
Johnsonville promoted the contest through
banner and display ads on chain websites via
Winooski, Vermont-based MyWebGrocer as
well as social media ads on Facebook, Instagram and YouTube targeting fans of Albertsons and Safeway. All of the ads linked the
The manufacturer also utilized weathertriggered media in areas including Albertsons
markets in Chicago, Denver and Boise, Idaho.
Where seven-day forecasts showed aboveaverage temperatures, Johnsonville ran radio
spots and online video ads leading into the
weekend. Although the ads didn't directly
tie in to the contest, they ran concurrently to
build on the spring grilling momentum.
In stores, the campaign came alive through
a meat cooler display contest that ran March
8-22 at approximately 2,300 locations across
the Albertsons network. "We find these programs give meat managers a reason to be
engaged with our brand," Bennett says.
Managers received POS kits produced by
Johnsonville to create displays that plugged
the contest and directed them to the entry
site. In many cases, the displays also incorporated outside elements such as grills and
balloons that showcased the spirit of spring.
Managers uploaded photos of their displays
on FirstBratsMeatManager.com to be judged
by Johnsonville based on creativity, humor
and visual impact. A total of 42 winners (three
in each of the retailer's 14 divisions) received
a $200 coupon code for Johnsonville's online
"Swagville" store, while 75 others received a
y SHOPPER MARKETING JULY 2017
"swag pack" containing branded merchandise such as oven mitts and aprons.
"We wanted to get banners in competition
with each other for bragging rights," says Holly Gandara, business manager for Albertsons
relations at Johnsonville.
Johnsonville had previously staged manager contests based on year-over-year sales,
but this was the first "true display contest" in
which the main aim was to get displays up
earlier in the season and encourage shoppers
to grill, Gandara says.
Even so, stores with the manager-created
displays have seen a 10% unit increase yearover-year. Due to these results, Albertsons has
already agreed to participate in next year's
program. "They love the ideas we come to
them with," Bennett says. "They don't see
these from other category brands."
KEY INSIGHT: March can be a confusing month for bratwurst lovers as
spring temperatures make brief appearances but winter weather still
abounds. A sunny day can be cause for
an outdoor celebration.
ACTIVATION: An account-specific "First
Brats" photo contest featured entry on
a promotional site and was supported
by display ads and in-store merchandising.