Make the Most
With the right approach, produce can produce significant results.
Challenge: Implement a strategic sales promotion throughout all Kroger banners engaging customers in increased consumption of key produce items.
The program exposed consumers to traditional fresh fruits and vegetables as well as introduced new items. The overall goal was to drive awareness through a promotional period featuring products during their peak of season. The freshest, ripest, best-tasting products were available in-store. The promotional program was to be conceptualized, developed, managed and implemented by Consumer Effects International.
Introduction of the new “smart brand” that provided strong reinforcement of Pro-Health being clearly the smart or in most cases, smarter choice. The product offered cleaner, consistent size potatoes and the superior quality of the potatoes all packaged in exclusive non-greening pillow pack bags. The tactile execution included a corporate brochure and sales material, new package design and retail marketing plan that included in-store POS and other promotional materials, an interactive website, branding at the corporate office and distribution center, and overall corporate business system.
The program exposed consumers to traditional fresh fruits and vegetables as well as introduced new items. The overall goal was to drive awareness through a promotional period featuring products during their peak of season. The freshest, ripest, best-tasting products were available in-store. The promotional program was to be conceptualized, developed, managed and implemented by Consumer Effects International.
Introduction of the new “smart brand” that provided strong reinforcement of Pro-Health being clearly the smart or in most cases, smarter choice. The product offered cleaner, consistent size potatoes and the superior quality of the potatoes all packaged in exclusive non-greening pillow pack bags. The tactile execution included a corporate brochure and sales material, new package design and retail marketing plan that included in-store POS and other promotional materials, an interactive website, branding at the corporate office and distribution center, and overall corporate business system.
Results: Make the Most of Your Produce program resulted in increased product consumption.
A variety of comprehensive programs were designed to educate the consumer at the point of purchase. The key touch point developed was an interactive website—www.makethemost.com—along with online materials created exclusively for the Kroger Banner sites, which provided out-of-store information in an instant. Make the Most now runs in 12 out of 13 advertising periods throughout the year. The program is in its 5th year, running in 18 divisions of Kroger nationwide. The average lift for featured products during promotional periods range from 10% to 30% depending on the item. Some products have realized increases of 120% or more. Nearly 90% of our featured products and partners have been ongoing participants, and website visits and page views have more than doubled since the site was launched.
A variety of comprehensive programs were designed to educate the consumer at the point of purchase. The key touch point developed was an interactive website—www.makethemost.com—along with online materials created exclusively for the Kroger Banner sites, which provided out-of-store information in an instant. Make the Most now runs in 12 out of 13 advertising periods throughout the year. The program is in its 5th year, running in 18 divisions of Kroger nationwide. The average lift for featured products during promotional periods range from 10% to 30% depending on the item. Some products have realized increases of 120% or more. Nearly 90% of our featured products and partners have been ongoing participants, and website visits and page views have more than doubled since the site was launched.
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