Shopper Marketing - August 2017 - 106

FEATURE | TRANSPARENCY

What else can companies do?
EMMIE SATRAZEMIS: At Raley's, we help
educate our customers through our in-store
signage, online resources and wellness champions in stores.
FLANNERY: You need to make sure consumers can get information however they are predisposed to doing so. We also recognize there
are consumers who don't have smartphones,
so the brands' consumer services line have
the same SmartLabel information.
ARCOLEO: In March we launched a pilot,
Sourcemap - an online interactive mapping
tool. It shows consumers where ingredients
come from. The label tells you "what." This
takes you to "where" and "how."

106

y SHOPPER MARKETING AUGUST 2017

DRIGGS: Companies can put their market-

ing into initiatives that draw the consumer in
to learn more about them and forge a more
meaningful relationship. "Meet our cows.
Meet our farmers. Visit our plant. Look at our
clean energy trucks" - you name it. Chobani
is a good example.
Who else is getting it right?
FLANNERY: Kellogg's has its "Open for Breakfast" site. SC Johnson is another. With Bumble
Bee, you can find where your fish was caught.
SATRAZEMIS: Kind was the first snack bar
company to declare how many grams of added
sugar is in its products. Campbell's launched a
dedicated webpage, WhatsInMyFood.com.


http://www.WhatsInMyFood.com

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

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
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