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1. Vol. 24, No. 6 • June 2011 / An Official News Publication of the
Mills Partners Mattel Brings Barbie
with Groupon
MINNEAPOLIS — General Mills
became the first major con-
& Ken Back Together
sumer packaged goods maker Playing off ‘breakup,’ campaign
to run an offer through Chica-
go-based Groupon’s collective- targets multiple generations
purchasing website. Staged in By Joe Bush
Minneapolis and San Francisco EL SEGUNDO, C ALIF. — Mattel Inc. used
on April 21, the offer entailed a a multifaceted marketing campaign that
“sampler” of 12 Mills products included social media activity on Face-
book and Twitter, and event marketing to
publicize the “reunion” of its Barbie and
Ken dolls.
The backstory of the dolls includes a
“breakup” seven years ago. It wasn’t un-
til the pair appeared together in Pixar
Animation Studios’ Toy Story 3 in 2010
that the rematch gained momentum. The
theatrical appearance was not of Mattel’s
doing, says vice president of marketing
Lisa McKnight, but served as an unofficial
kickoff for the reunion campaign.
from brands such as Fiber One,
Cinnamon Toast Crunch and
Fruit Roll-Ups for $20, which the
CPG billed as a 50% discount.
The deal also included a coupon
book providing $15 in savings
on various Mills products. The
packages were shipped directly
Integrating
to buyers’ homes. General Mills
told The Wall Street Journal that
it would evaluate results from
the test before deciding to use
Shopper & CatMan
Groupon again. The offer sold “The brand reaches multiple genera-
through 4,500 boxes by mid- tions,” McKnight says. “Ken has not been
morning. Within a week of that in our product line since 2004, so we
offer, TotalBeauty.com launched wanted girls to reconnect with Ken and
its first Groupon deal, offering to understand his role in Barbie’s world,
$25 worth of E.L.F. cosmetics
SEE PAGE 20
that he’s the perfect boyfriend for every
for $10 redeemable through occasion, and to ultimately buy Ken to ac-
EyesLipsFace.com. company Barbie and play out stories with
them together.”
Dole Learns from Mobile Club Pilot On Valentine’s Day 2011, Barbie’s Face-
book page announced the pair was back
By Dan Ochwat together. McKnight says Mattel wanted to
WESTLAKE VILLAGE, CALIF. — Dole Foods completed an eight-week pilot program with East simultaneously bring Ken back into the
Coast supermarket chain Price Chopper to test the mobile marketing waters. The retailer and spotlight and mark his 50th anniversary
manufacturer partnered to create the Dole Salad Mobile Club, a loyalty program where shoppers (March 11) with new dolls.
signed up for SMS text-message recipes and offers. Dole and Price Chopper started promoting A special-edition gift set printed with
the club in November 2010 through targeted direct mail pieces with QR codes, circular ads, a the words “She Said Yes!” included Ken
mobile site, Facebook posts and banner ads. and Barbie together. Mattel recommended
“We wanted to discover who, how, when and where consumers wanted to use their mobile that retailers sell it for $5 for one week.
device,” says CarrieAnn Arias, senior manager of shopper marketing at Dole. “We also wanted All creative work was done in-house, says
to create a path for future communications. We accomplished all of our goals and gained some McKnight.
unexpected – and heavily guarded – insights into how mobile interacts with other marketing A five-week print campaign in US Week-
mediums.” ly and a month-long billboard campaign
Category Report:
So while the program worked to get shoppers more involved in shopping for salads, the pilot (digital and traditional) in Los Angeles and
CANDY AND SNACKS really helped inform Dole and Price Chopper on mobile practices, according to Arias. “You New York preceded Valentine’s Day.
See Page 42
See Dole, Page 16 See Mattel, Page 18
Report:
Mobile Apps/
Technology
Page 26

2. That internal struggle between making a purchase or not
making a purchase. That’s what we help create.
We go beyond the typical production role and combine
retail expertise with strategic creative capabilities. Add in
unimaginable options and you have visual
communications that lead shoppers into temptation. Powered by

3. Editorial Director Bill Schober (ext. 132)
Senior Editor Tim Binder (ext. 149)
Managing Editor Anne Downes (ext. 160)
Art Director/Production Mgr. Sonja Lundquist (ext. 138)
CONTENTS
Contributing Editors Peter Breen, Rob Mahoney, Patrycja Malinowska,
Maggie Shea
Contributing Writers Dan Alaimo, Riki Altman, Paula Andruss,
Michael Applebaum, Aaron Baar, Joe Bush, Tricia Despres, Ed Finkel,
Jeff Fleischer, Erika Flynn, Deborah Garbato, Sarah Hamaker, Lisa Kass,
Dawn Klingensmith, April Miller, Dan Ochwat, Lorna Pappas,
Craig Shutt, Al Urbanski
Managing Director/Group Publisher John Bold
(847) 675-7400, ext. 118; jbold@instoremarketer.org
ADVERTISING SALES
Rich Zelvin, (847) 675-7400, ext. 117; rzelvin@instoremarketer.org
Serving: AL, CT, DE, FL, GA, IL (Chicago only), IN, KY, MA, MD, ME, MI, MS,
NC, NH, NJ, NY, OH, PA, RI, SC, TN, VA, VT, WV
6 Rawlings Turns to
Rob Hanson, (847) 675-7400, ext. 116 ; rhanson@instoremarketer.org
Technology
Serving: AR, AZ, CA, CO, IA, ID, IL (outside Chicago), KS, LA, MN, MO, MT, Sporting goods company uses QR code
ND, NE, NM, NV, OK, OR, SD, TX, UT, WA, WI, WY tactics to demonstrate baseball training
Need help finding a supplier? We may be able to help. Send your e-mail to shoppermarketing@
tools line.
instoremarketer.org and be sure to include a daytime phone number.
Shopper Marketing (ISSN 1040-8169) is published monthly by the In-Store Marketing
Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339. Periodicals Postage Paid at Skokie, IL
and at additional mailing offices.
6 Coming to America
POSTMASTER: Send address changes to Shopper Marketing, P.O. Box 1763, Lowell, MA Kellogg’s Crunchy Nut cereal launches in
01853-1763. Entire contents copyright © 2011 by the In-Store Marketing Institute. Canada U.S. with “It’s Morning Somewhere” theme. Page 8
Post International Publications Mail Product (Canadian Distribution) Sales Agreement No.
40025274. Return undeliverable Canadian addresses to: Station A, P.O. Box 54, Windsor,
ON N9A 6J5 or Email: cpcreturns@wdsmail.com
CHANGE OF ADDRESS and other circulation correspondence should be mailed to: 8 See How They Do It
Shopper Marketing, P.O. Box 1763, Lowell, MA 01853-1763, or call (847) 675-7400, ext. 111
for customer service. (Include your address label with all correspondence.) Aunt Jemima posts videos on Facebook that 14 Bosco Goes to the Bar
WHERE TO WRITE: Please direct all letters to the editor and other business/advertising demonstrate how it makes its frozen pancakes. Bosco Products says new chocolate bar
correspondence to: Shopper Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339.
has wider appeal than its flagship syrup.
ARTICLE REPRINTS & E-PRINTS: Contact Scott Easton at (770) 888-8301 or seaston@
instoremarketer.org.
10 Let’s Work Together
NOTICE: The In-Store Marketing Institute occasionally uses the logos of various companies in its
marketing materials. These include promotional brochures for events such as the In-Store Marketing
Expo, The In-Store Marketing Summit, the Design of the Times Awards and others. The use of these
With a new corporate culture, Supervalu seeks 20 Feature: Category
logos does not imply sponsorship or endorsement by the companies identified by those logos, unless
specifically noted such.
stronger collaboration with manufacturers. Management
How does category management co-exist
11 PepsiCo Revitalized with shopper marketing?
Beverage company discloses how it has
Editorial and Executive Offices
7400 Skokie Blvd. Skokie, IL 60077-3339
PHONE: (847) 675-7400
improved its shopper marketing capabilities. 26 Report: Mobile Marketing
FAX: (847) 675-7494 It’s not about what’s “cool,” but rather what’s
Executive Director – MEMBER DEVELOPMENT & SERVICES
11 People as Media useful to shoppers on the path to purchase.
Chief Executive Officer Director – Business Development Mosaic CEO says consumers can be evangelists
Peter W. Hoyt (ext. 121)
Managing Director –
Julie Companey (ext. 171)
Director – New Product Development
for brands through social media. 32 Ricci At Retail
Chief Operating & Financial Officer Chuck Billups (ext. 176) Joe finds beverages getting creative placement:
Chris Stark (ext. 197)
Manager – Member Development
Lisa Kass (ext. 175)
12 Banfi Vintners Says ‘Hello’ • Diageo
• Gnarly Head
Managing Director –
Member Services & Events
Company uses mobile app to help novice
Coordinator – Member Services & Events • Dr Pepper
Maureen Macke (ext. 127) Ann Estey (ext. 173)
wine shoppers.
• Arbor Mist
Managing Director –
Strategy & Member Development INFORMATION TECHNOLOGY
• Jack Daniels
Steve Frenda (ext. 178) Director – Information Technology
Jack Dare (ext. 172)
12 A Brand Makeover
Managing Director –
Content & Editorial
Bill Schober (ext. 132)
Web Developer
Esther Strom (ext. 157)
Hyde Tools rebranded its products, packaging
and displays based on consumer research.
34 Products: Popdesign.com
OPERATIONS
PRODUCTION
Director – Production
Director – Finance & Accounting
Mike Bernal (ext. 135)
36 Gallery: Digital Marketing
Ed Ward (ext. 144)
Manager – H.R./Office Services
Art Director/Production Manager Jeanine Caughlin (ext. 104)
Sonja Lundquist (ext. 138)
Staff Accountant
42 Report: Candy & Snacks
Art Director Sajan Kuriakose (ext. 133)
Stephanie Beling (ext. 134)
Manufacturers and retailers use research to
Administrative Assistant understand and connect with consumers.
Cindy Hahn (ext. 166)
MARKETING
Director – Marketing
Michele Weston-Rowe (ext. 123)
INSTOREMARKETER.ORG
Managing Director – Content 48 Personnel Appointments
Marketing Analyst Peter Breen (203-852-8912)
Paul Pace (ext. 165) Associate Director – Content
Senior Marketing Associate
Julie Andrusyk (ext. 162)
Rob Mahoney (ext. 113)
Managing Editor – Content
50 In-Store Strategist
Patrycja Malinowska (ext. 142) Flu shot campaign helps position Walgreens
EVENTS & EDUCATION Associate Editor – Content
as a healthcare provider to shoppers.
Manager – Events Maggie Shea (ext. 145)
Peggy Milbrandt (ext. 141)
Sales Manager – Events POPDESIGN.COM
Scott Easton (ext. 119) Managing Director/Group Publisher
John Bold (ext. 118)
Director – Education & Faculty
Administration Regional Sales Manager
Ronit Lawlor (201-297-1570) Rich Zelvin (ext. 117)
Regional Sales Manager Page 32
Rob Hanson (ext. 116)

4. 4 SHOPPER MARKETING JUNE 2011
EDITORIAL
An In-Store Marketing Museum humble opinion, that is one of the great
values of events such as our Design of
the Times (DOT) Competition. Don’t be
keters and retailing execs will conduct
the first round of judging at Target’s
headquarters in Minneapolis. Through
I was laid up with an illness during April’s 3,000 ads would consume four hours of misled by the name. Yes, I’ve seen a few their evaluations, they will “curate” how
Shopper Marketing Summit. However, by your life, every day. agency execs and consultants roll their the DOT Gallery is arranged at October’s
firing up the ol’ iPad, I was able to fol- The linear path-to-purchase model eyes at the prospect of a “display design” Shopper Marketing Expo, as only final-
low the proceedings via attendee Twit- is dead. Again, at first blush, it’s hard contest. (Although why, over the years, ists will be set up for the final judging
ter postings. (See www.instoremarketer. to disagree. Disruptor shopping tech- have I seen virtually every one of them on Oct. 18.
org/tweetable.) Of course, monitoring a nologies (geo-targeting, social media, in our DOT Gallery, furiously scribbling Entrants please note: this is a BIG proce-
stream of 140-character tweets is a lot crowdsourcing, to name just a few) are away? You know who you are.) dural change from years past.
like eavesdropping on concession-line flooding the marketplace. Some will be They should take another gander at the Thus, the DOT Gallery will be an in-
chatter during an intermission. You over- game-changers, some will be vaporware, rules at www.ShopperMarketExpo.com/ store marketing “museum” with only the
hear a lot of factoids, assertions, kudos and some will get your CEO subpoenaed dot. The DOT Competition embraces best of the best (Gold, Silver and Bronze)
and complaints, but there’s little room for before Congress. But at the moment, it’s both the linear and the asymmetrical, on view, and plenty of elbow room to
elaboration or context. all coming in an asymmetrical avalanche, with 14 activation categories spread over peruse, debate and scribble down notes,
So when the statement Facebook and I know more than a few hardcore eight retail channels. We take submissions sketches, names and phone numbers. The
‘Likes’ are worth $3.60 tweeted through early adopters who are getting fatigued from the biggest of CPGs, retail chains, Gold, Platinum and Best of Times winners
the Twitterverse, I noticed that not a sin- with all the test-driving. agencies and producing firms as well as will be announced at the DOT Awards
gle one of its many re-Tweeters disagreed. So dead dead? As in doornail, dodo, start-up P2P shops working with digital, Dinner on Oct. 19 at Navy Pier. Bottom
And that might have been that, until I duck or OBL? Come on. I’m all for open- mobile, coupons, events, sampling and line: Get your entries in before June 10,
Google’d it and discovered a flash mob ing our minds, but I suspect that a few of other media. And the entry questionnaire 2011 (the late deadline – with penalty – is
of virtual Doubting Thomases out there these speakers are just trying to make our once again incorporates the very popular June 17.)
claiming that this statistic is flawed, too heads explode. “Four C’s” shopping paradigm. P.S. We’ll print the winners, both here
high, too low and/or meaningless. We can all use reality checks, and in my In August, a large team of brand mar- and throughout the Twitterverse.
The average American is exposed to
more than 3,000 advertising messages
a day. That, too, sounded both authorita-
tive and useful (hone your messaging,
people), but upon further review, it seems
odd that a data point that predates the
Dotcom Bubble and the proliferation of
“screens” in our lives hasn’t budged in
15+ years. And think about it: Even at
a mere five seconds of exposure apiece,
Rendering by Keith Arndt, Mechtronics
• Sarah Gleason, Consultant, GfK • Sonja Mathews, VP, Market Research • Alicia Smestad, EVP, RPM Connect
DISTINGUISHED FACULTY Interscope & Competitive Intelligence, USAA & President, Nsight Connect,
• Lily Lev-Glick, Founder, • Patrick Rodmell, President & CEO, • Mary Goggans, Director, • Kent McCuddin, Senior Manager, D.L. Ryan Companies
Shopper Sense Watt International Customer Business Development, Marketing Communications, • Alex Sodek, SVP, Research,
• Russ Napolitano, EVP/Partner, • Rob Wallace, Managing Partner, Kimberly-Clark Wells’ Dairy Inc. Decision Insight Inc.
2011 Events Wallace Church Inc.
• Joe Ricci, President, Beacon
Strategy, Wallace Church Inc.
• Scott Young, President, Perception
• Terri Goldstein, Principal/CEO,
The Goldstein Group
• Elissa Moses, Chief Analytics Officer,
EmSense
• David Sommer, CPG, Retail and
Shopper Marketing, Facebook
JUNE 2011 Concepts Inc. Research Services • Nicole Green, SVP, Brand Evangelist, • Tyler Murray, Global Digital Practice • Herb Sorensen, Ph.D., Scientific
Mullen/Frank About Women Lead, Saatchi & Saatchi X Advisor, TNS Global Retail &
10 Design of the Times Entry • Terry Nannie, Senior Director, Shopper Practice, TNS
• Michael Chase, VP of Marketing & • Brian F. Harris, Ph.D., Founder & Co-
Deadline INSTITUTE FACULTY Creative, St. Joseph Content Chairman, The Partnering Group Marketing, Walmart Stores Inc. • Jesse Spungin, VP & General
shoppermarketexpo.com/dot • Daniel Abramowicz, Ph.D., EVP, • Laurie M. Clark, Senior Customer • Doug Healy, Senior Market Research • Robert Osmond, President & CEO, Manager Popcorn Brands,
Technology, Crown Holdings Inc., & Media & Interactive Manager, Analyst, Barilla America Benchmarc Display Inc. ConAgra Foods
17 Design of the Times Entry President, Crown Packaging Technol- Coca-Cola Co. • Dave Henderson, VP, Customer • John Paulson, CEO, US, G2 • Brian Stankiewicz, Ph.D., Vision
ogy Inc., Crown Holdings Inc. Scientist, 3M
Extended Deadline • Peter Cloutier, Group President, Strategic Marketing, Hasbro • Brian Pear, VP & General Manager,
• Michelle Adams, VP, Shopper & Catapult Marketing Shopper Events LLC • Phil Stanley, VP, Customer Marketing,
shoppermarketexpo.com/dot Customer Insights, PepsiCo • John Clutts, Practice Leader for
• Mack Hoopes, Manager of Shopper
Hershey Foods
Insights, Henkel North America • Hugh Phillips, Ph.D., President,
• Candace Adams, President, Global Retail, The Partnering Group Phillips Foster & Boucher Inc. • Cathy Stauffer, EVP, Market Develop-
21-22 StratConn: Custom Retail Strategy, SmartRevenue • Anne Howe, Founder, Anne Howe
ment, Premier Retail Networks
• Terry Collier, Ph.D., Marketing Associates LLC • David Plante, Senior Marketing
Merchandising • Alexei Agratchev, CEO, BVI Networks Manager, 3M Manager, Target • John Stermer, EVP, Sales & Marketing,
• Geoff Jackson, Director, Integrated
The Westin O’Hare • Rosemont, IL • Bob Anderson, Director, CSM, • Tom Conti, President, G2 Shopper Marketing, Campbell • Daniel Prince, Digital & In-Store PromoWorks
Stop & Shop Supermarket • David DeBusk, VP, Client Solutions, Soup/Pepperidge Farm Marketing Manager, • Rich Tarrant, CEO, MyWebGrocer
• Charlie Anderson, CEO, North DS-IQ Hewlett-Packard Co. • Marla Thompson, VP, National
AUGUST 2011 America, Saatchi & Saatchi X
• Valerie Jacobs, VP, Group Director,
• David Rich, President/CEO, Accounts - Central, Catalina
• Giovanni DeMeo, Director, Director of Trend Analysis,
3 Design of the Times Round 1 • Evan Anthony, VP, Corporate Global Brand Development, LPK - Libby Perszyk Kathman ICC/Decision Services Marketing Corp.
Judging Marketing & Advertising, Kroger Daymon Worldwide • Curt Johnson, SVP, Consumer Goods • Sven Risom, Managing Director, • Aidan Tracey, CEO, Mosaic
• Jonathan Asher, VP, Perception • Ben DiSanti, SVP, Planning & Division, Miller Zell Inc. Cannondale Associates
DOT judges will meet at Target HQ Research Services Perspectives, TPN
• AnnaMaria Turano, Founding
• Jason Katz, EVP, Emerging Media, • Joe Robinson, President, RPM Partner/Executive Director,
for the first round of judging. • Don Baker, VP, Pricing & Category • Tanya Domier, President, Marketing Catapult Marketing Connect, D.L. Ryan Companies MCAworks LLC
Selling Strategies, Sara Lee Food & Services, Integrated Marketing • Catherine Roe, Head of Consumer • David VanderWaal, Director, In-Store
• Kevin Kells, National Industry
Beverage Services Packaged Goods, Google Inc.
OCTOBER 2011 Director, CPG, Google Inc. Shopper Marketing, LG Electronics
• Steve Bava, Director Of Strategic • Kelly Downey, VP, Customer • Sherri Rosenberg, Media Director, • Randy Wahl, EVP, M/A/R/C Research
18-20 Shopper Marketing Expo • Kat Kozitza, Director, Interactive
Development, WhittmanHart Marketing, Unilever Blue Chip Marketing and
Marketing, Supervalu • Todd Walls, EVP, Buxton
Navy Pier • Chicago, IL • Bernard Beary, AVP, Category • Philip Duncan, Global Design Officer
• Jon Kramer, CMO, RockTenn
Communications
• Kamela Warren, E-Business
Manager, Hy-Vee Food Stores Corporate Design, Procter & Gamble • Sarah Rottenberg, Relationship
Merchandising Displays Customer Manager, Kellogg Co.
18 Design of the Times Round 2 • James Beck, General Manager, • Mark Edwards, President, Founder, Lead and Directing Associate,
Walmart Smart Network, Red Dot Square Solutions • Ed Kuehnle, President, Catalina Jump Associates • Brad Williams, Shopper Marketing
Judging Walmart Stores Inc. Marketing Corp. Consultant, Coca-Cola Co.
• Matthew Egol, VP, Consumer, • Masha Sajdeh, Chief Shopper
• Chris Borek, Senior Manager, Media & Digital Practice, • Paul Lieberman, Director of Strategist, Arc Worldwide • Cheryl Williams, VP, Marketing,
Interactive Multichannel Experience, Booz & Company Inc. Merchandising & Shopper Marketing - Shoprite
19 Design of the Times Awards Drugstore Channel, Mars Chocolate
• Bob Samples, Director, Category
Target • Craig Elston, SVP, Insight & Strategy, Planning and Sales Support, • Caroline Winnett, CMO,
Dinner • Thomas Brown, EVP, Minneapolis,
NA LLC
Hormel Foods Corp. NeuroFocus Inc.
The Integer Group
D.L. Ryan Companies • Wendy Liebmann, CEO & Chief • Paul Schaut, CEO, Modiv Media • Al Wittemen, EVP, Integrated Mar-
• Maria Emmer-Aanes, Director of
Shopper, WSL Strategic Retail
DECEMBER 2011 • Stephen Brown, VP of Innovation, Marketing and Communications, • Mark Scott, EVP, Marketing Service keting, Acosta Sales & Marketing
Merchandising Displays, RockTenn Nature’s Path Foods • Catherine Lindner, VP, Retail Market- Operations, Acosta Sales & • Jay Zemke, VP, Strategic Develop-
8-9 StratConn: Strategic Resources Merchandising Displays ing, Walgreen Co. Marketing ment, BARD Advertising
• Patrick Fitzmaurice, Principal,
Shopper marketing agencies and • Raymond Burke, E.W. Kelley The Capre Group • Mary Lorson, Director, Business • Suzy Sharpe, Founder & Principal • Mark Zwicker, VP, Business Develop-
strategic consultants. Professor of Business Administration, Solutions, Pavone Consultant, Sharpe Insights ment, St. Joseph Content
• Ted Flinn, Brand to Retail Strategy
Indiana University Director, TracyLocke • Jim Lucas, Global Retail Insight &
The Westin O’Hare • Rosemont, IL • John Burn, Director, Channel Strategy, Draftfcb
• Jim Fuqua, Director, Shopper
Marketing, MillerCoors LLC Marketing, Supervalu • Chuck Luckenbill, VP, Visual ■ Distinguished Faculty and Institute Faculty are the highest-
THROUGHOUT 2011 • Rich Butwinick, President, • Craig Geiger, Director, Category Merchandising, OfficeMax rated speakers, based on a 4-point scale, by past attendees of
MarketingLab Development & Shopper Insights, • Darren Marshall, VP, Global Shopper our various speaking engagements. Distinguished faculty have
I-Seminars • Alison Chaltas, EVP, GfK Interscope Barilla America Development, Coca-Cola Co. consistently scored high at four or more events. Faculty have
Industry webinar presentations. See • Anne Chambers, CEO, The Capre • Bryan Gildenberg, Chief Knowledge • Anthony Massa, Chief Creative scored high, presenting at least once.
the website for topics and schedules. Group Officer, Management Ventures Inc. Officer, TPN

6. 6 PROGRAMS SHOPPER MARKETING JUNE 2011
Rawlings Turns to Digital to Simplify Shopping Experience
By Dan Alaimo
ST. LOUIS — Rawlings Sporting Goods is 140-plus stores in the Northeast and Mid-
trying to simplify the process of shopping Atlantic states.
for its baseball training equipment by using This year’s campaign adds mobile-based
various digital shopper marketing tactics, marketing by way of QR codes on packaging.
including QR codes, and updated displays By scanning the codes with a smartphone,
at Modell’s Sporting Goods. shoppers can access a video of Ripken ex-
Rawlings knew that there are many types plaining and using the product. “Especially
of shoppers who purchase these products, in our sector of the sporting goods business,
including parents, coaches and the athletes it’s hard to sell a batting tee if you are not
themselves. The company sought to make showing exactly how to use it,” Naber says.
the shopping experience as easy as pos- In ordinary circumstances, it is impractical
sible for those less knowledgeable about its to set up a batting tee in a store and have
5-Tool Training line, especially moms, says someone demonstrate how to swing a bat.
Lindsey Naber, Rawlings brand manager, “Now we can show a video of that,” she says.
spring sports. “That’s a cost-effective way to sell the fea-
“In a lot of cases, some people aren’t as tures, the drills and the experience associ-
informed when it comes to sporting goods ated with the product.”
equipment,” says Naber. “They don’t un- The digital marketing campaign also in-
derstand what separates a $200 piece of cludes email, Facebook and a redesigned
equipment from a $50 piece of equipment. website. Rawlings is using QR codes and account-specific displays at
So you have to do a little more work at the Using Modell’s email database, “We are Modell’s Sporting Goods to market its 5-Tool Training line,
point of sale.” going to explore doing some geo-segmen- which is endorsed by Cal Ripken Jr.
The line, which debuted in February tation where we will talk to segments of
2010, came back to Modell’s stores in Feb- their audience that the product line would the items necessary to carve out a training
ruary 2011 with an endorsement from appeal to,” says Naber. “Also, we will look at program.”
Hall of Fame baseball player Cal Ripken previous purchases of the 5-Tool Training Naber says the Internet is the ultimate
Jr. and his Baltimore-based company, line to continue that conversation.” source of information for shoppers, “So
Ripken Baseball. Ripken’s image appears The Facebook promotion, set to launch if you are unable to get the information
prominently on P-O-P materials designed this month, enables Rawlings to expand its you need in-store, it’s going to be the des-
by Inner Workings, Chicago. The per- advisory staff beyond top athletes and col- tination where you can go home and learn
manent displays highlight five athletic legiate coaches to include more consumers. more about it,” she says.
“tools” needed for baseball: arm strength, Rawlings will use the social media site to “so- Summing up Rawlings’ approach, Naber
BRAND: Rawlings
a balanced swing, foot speed, hand-eye licit feedback from the people actually using says: “We want to become the single source
coordination, and strength for a powerful the brand,” says Naber. “We won’t be talking for all things baseball.” There has to be a KEY INSIGHT: There are many types of
shoppers who purchase baseball training
swing. The products, according to Naber, at them, we will be talking with them.” “cohesive flow of information. We have to
tools, including parents, coaches and the
consist of agility hurdles, small training A newly designed website includes a sec- make sure each element is in place; oth- athletes themselves, and some are less
gloves, weighted baseballs, hitting tees, tion dedicated to the 5-Tool Training line erwise, you lose the consumer to a com- knowledgeable about the tools’ features.
resistance bands, swing shoots and curve that “will be heavy on tips and drills,” she petitor. So we are constantly exploring new ACTIVATION: QR codes on packaging link
trainers. Rawlings partnered with New says. “It’s not as simple as just showcas- ways of how to use technology to reach to demos of the training equipment.
York-based Modell’s to launch the line at ing the product. It’s putting the tips with different segments of consumers.”
Kellogg Introduces Cereal in New Market The launch was supported by TV spots
created by the Chicago office of Leo Bur-
Kellogg says consumer feedback has nett, a dedicated website, a Facebook page
Integrated Crunchy Nut campaign tries to convert U.S. consumers shown that consumers like the taste of the that also hosts videos, in-pack rebate offers,
By Joe Bush cereal. “In other markets where Kellogg FSIs, direct mail and in-store activity such
BATTLE CREEK, MICH. — Hoping to build sells Crunchy Nut cereal (including Austra- as sampling (without milk), at-shelf video
on the success of Kellogg’s Crunchy lia), there are passionate fan bases that have and dedicated floorstands.
Nut cereal in England and Ireland, made the brand extremely successful,” says At Walmart, Crunchy Nut garnered
Kellogg Co. launched the brand in the Jeff Delonis, brand manager. endcap space that incorporated the Wal-
U.S. in January using an “It’s Morning Trumpeting the idea that cereal simply mart Smart Network. A co-op ad from the
Somewhere”-themed campaign. tastes good and doesn’t have to be for break- retailer and manufacturer in Parade maga-
fast only, Kellogg showcased the product’s zine and circular features touted its avail-
arrival – and drove awareness of the brand ability at the mass merchant.
– with a 24-hour event in Los Angeles that “We enjoyed very broad retailer support
featured a 66-by-28-foot cuckoo clock. At for this innovation and together were able
the top of each hour, actors impersonating to use retailers’ shopper marketing oppor-
people from countries where it was morn- tunities,” says Jamie LaRue, Kellogg’s senior
ing at that time emerged from the clock. director of shopper marketing. “For some
The theme was sup- retailers this included in-store sampling,
ported by packaging that and for others digital inclusion, direct mail
included a QR code de- and other customer media opportunities.
veloped by Augme Tech- Additionally, we did many scale events,
nologies, New York. and Crunchy Nut was one of the heroes of
Consumers who scanned those events.”
the code accessed a video Kellogg used The Integer Group, Den-
on Kellogg’s mobile site. ver, for in-store creative, while Menasha
The video’s content car- Packaging, Neenah, Wis., handled POS
ried the “It’s Morning production.
Somewhere” theme and
varied depending on the BRAND: Kellogg’s Crunchy Nut
time of day.
KEY INSIGHT: A passionate fan base can
make a cereal brand successful.
A Facebook page and account-specific retailer activity supported
the U.S. launch of Kellogg’s Crunchy Nut. Walmart gave Kellogg a ACTIVATION: Use an integrated cam-
co-op ad in Parade magazine as well as dedicated endcap space paign to promote the cereal as some-
that incorporated the Walmart Smart Network. Supervalu’s thing you can eat at any time of day.
Jewel-Osco, far left, placed floorstands near milk coolers.

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8. 8 PROGRAMS SHOPPER MARKETING JUNE 2011
Aunt Jemima Reveals Process Behind Pancakes
By Aaron Baar
MOUNTAIN L AKES, N.J. — Pinnacle Foods’ “Our unique point of difference is who
Aunt Jemima has embarked on a yearlong makes our products, how we make them
program to demonstrate that its frozen and what we put in them,” says Andy Re-
pancakes, waffles and French toast prod- ichgut, vice president of marketing for Pin-
ucts are not that different from the ones nacle Foods. “The whole message is every
people make at home. batch is made from scratch.”
Through a series of videos viewable The idea resulted from a trip Reichgut and
through the Aunt Jemima Facebook page, other members of the marketing department
the company (along with PR agency Weber took to the plant to familiarize themselves
Shandwick, New York) is pulling back the with the company’s production process and
curtain on the process it uses to create its the people who worked there. “We realized
frozen breakfast foods. The videos depict at the end of the day that if people could see
employees at the company’s Jackson, Tenn., what we had just seen, we’d have tremen-
plant making the Aunt Jemima products. dous brand affinity,” he says.
Visit artisancomplete.com
It’s rough out there on the shelf. We have your back.
Aunt Jemima is using its Facebook page to show
consumers how its frozen breakfast foods are made.
After playing the video, consumers can print a
coupon for a free product.
The videos depict plant employees Jen-
nifer Franklin, Charley Schumaker and
Susie Tomlinson – the company now calls
them “brand ambassadors” – talking about
the way they make the product. As the em-
ployees narrate, the video shows batter be-
ing squirted onto a “hot cast-iron griddle,”
cooked on one side until bubbling and then
flipped. “They’re just like what I make at
home,” Schumaker says.
The company did not conduct heavy
shopper marketing studies before embark-
ing on the campaign. “We knew where the
brand stood in the minds of consumers,”
Reichgut says. “The message we came up
with just strengthened what we already
knew. They really have curiosity about how
their products are made and who’s making
them.”
The videos were a perfect fit for Face-
book, Reichgut says. “We realized this was
the type of thing that [would allow us] to
have a conversation with consumers. We
have such an authentic voice [in the vid-
eos]. It’s just the truth, and that tone and
manner works well in social media chan-
nels.”
As an added incentive, after the video
plays, the company provided a printable
coupon for a free box of frozen pancakes.
That coupon disappears after 56 minutes
and is replaced by a $1 coupon.
Reichgut says the company planned to
complement the online videos with a com-
prehensive marketing program that would
include some in-store promotions (possi-
bly with the brand ambassadors attending
Point of events around the U.S.), and dedicating an
Purchase area of the product packaging to a message
Display from the brand ambassadors.
Decor
Printing+
BRAND: Aunt Jemima
KEY INSIGHT: Consumers are curious
about their food and who makes it.
ACTIVATION: Launch a series of behind-
MEET WITH US AT JUNE 2 1 ST- 2 2 ND
the-scenes videos depicting how its
frozen breakfast products are made
and provide a free product coupon.

10. 10 SHOPPER MARKETING SUMMIT SHOPPER MARKETING JUNE 2011
Sharing the Sandbox
Having worked hard to gain internal alignment,
Supervalu now ready for collaborative shopper marketing
By Peter Breen
ROSEMONT, ILL. — This summer, more than were confusing our supplier partners
50% of in-store merchandising in Super- and, ultimately, our joint shopper,”
valu stores will be directly related to the said Fuqua. “We were fishing in dif-
retailer’s seasonal shopper marketing pro- ferent holes … using different bait
gram. That represents a milestone in the [but] trying to go after the same fish.”
retailer’s development of a shopper market- The company thus undertook a
ing strategy that has aligned its marketing concerted effort to break down the
and merchandising departments around a walls between the two functions –
common goal and, now, is seeking stron- along with the ones separating them
ger collaboration with consumer product from operations, finance and other
manufacturers. departments – to bring greater clarity
In the “Fresh Summertime Fun” program, to the marketplace.
“We’ve got the right brands, we’ve got the After gaining a firm commitment
right prices, we’ve got the right time and from leadership within (not to men-
then we’ve got the right marketing behind tion above) the two departments, the Shopper marketing director Jim Fuqua, right, talks about Supervalu’s transformation during a keynote presentation
it,” said Eric Hymas, Supervalu’s group vice executives began a “discovery phase” at the Shopper Marketing Summit in April. At left is Eric Hymas, group vice president of center store merchandising.
president of center store merchandising. entailing interviews with product
“And we really think that’s going to step up vendors and roughly 80 Supervalu employ- Setting the Vision The two executives also offered the fol-
our sales and our growth.” ees. “We needed to share the story of what The discovery phase informed the develop- lowing advice for potential partners:
But that wouldn’t have been possible if we were trying to do, and understand the ment of a corporate vision: “To establish and • Provide actionable insights. “We’ve got
differences between marketing and mer- grow an industry-leading shopper market- so much data that we can’t mine it all.
the retailer’s executives hadn’t spent the last
chandising at Supervalu,” Fuqua said. ing program [that would] move Supervalu We need to identify [shopper] problems
two years crafting a new corporate culture
The goal was to create a culture for pro- to a singular-focused organization to meet and use shopper marketing to solve those
in which “solving problems” for shoppers
gram planning that would “start with the customers’ needs,” according to Fuqua. problems,” said Hymas. “If you can’t do
provides the common ground for market-
consumer, what she’s looking for, what That vision requires a full commitment anything with [your insights], then just
ing and merchandising to work together, don’t bring them,” added Fuqua.
drives her behavior, and how we can help from all parties involved; the determination
said Hymas, who joined with Supervalu
change that behavior and drive more sales,” to “ground everything in shopper insights,” • Get aligned internally. “There are many
shopper marketing director Jim Fuqua said Hymas. Fuqua said; and a true desire for collabo- times when marketing is pitching some-
in April for a keynote presentation at the ration both inside the company and with thing to our marketing department …
Shopper Marketing Summit. national-brand partners. and the account executive is calling on
“I’ve been doing merchan- And it can be attained if, according to my team and pitching something totally
dising for 30 years, and I can Fuqua, the company’s shopper marketing different,” said Hymas. “We need every-
tell you that we don’t like programs can achieve four key objectives: one to head down that same path.” At
people playing in our sand- • “Make it inviting and easy for shoppers some CPGs, Hymas continued, market-
box – and by ‘sandbox’ I mean to find and buy supplier brands that are ing and sales seem hesitant to both dedi-
in-store displays,” said Hymas. important to them.” cate funding to the same program, under
“We control that. And we re- • “Build the brand equity for Supervalu the belief that staggered investments will
ally didn’t need marketing tell- banners as well as our supplier part- get “more on the floor.” “It’s really the
ing us how to do that.” ners.” wrong approach,” he said. “We’ve had
By operating in separate si- • “Provide a source of differentiation for some partners that have figured it out,
los, however, “We weren’t only both of us.” and we’re really starting to generate some
confusing ourselves, but we • “Inspire purchase by en- good return for them.”
gaging and delighting our • Look beyond the store: “For us, it’s re-
customers.” ally about understanding that path to
“If we can deliver on purchase,” Fuqua said. “In-store is im-
that, we will all be suc- portant, because that’s where the rubber
cessful,” Fuqua said. meets the road. But in today’s world, you
really need to have that complete view.”
Partnering with • Be flexible. “Brands are very different in
Brands how they want to be portrayed” and what
Fuqua said that Supervalu types of programs they want to fund,
is “moving toward being Fuqua said. But everyone should be will-
more consistent with how ing to accept tradeoffs. “If we come into
we look and feel” through a planning session, and we’re only after
its marketing and mer- what we want, we’re not going to win for
chandising. “We’re still the shopper,” Hymas said.
Supervalu’s “Growing Local Learning” program with General giving the brands the op- • Keep concepts simple. Hymas advised
Mills taps into Mills’ “Box Tops for Education” platform.
It includes in-store elements and a dedicated website. portunity to have a voice, against “scope creep,” the habit of “mak-
and to have a visual in our ing a program too big or complicated to
stores, but certainly it’s manage or execute at the store level,” or
not going to be as overt as it used to be. too confusing for the shopper to easily
“We’ve made a conscious effort within understand or participate in.
our corporate programs to allow for brand • Stay informed. Fuqua pitched Super-
messaging as a key element of participa- valu’s BrandFusion supplier portal as a
tion,” Fuqua said. “We know that you guys “one-stop shop” for tracking the retailer’s
have objectives for your brands, and we promotional calendar and managing
want to give you the opportunity to partici- participation in its programs.
pate in our program in that way.” The “collaborative genius that we need
In return, however, suppliers must have to get to” will result from Supervalu and
an “understanding of what the strategy is” its suppliers working together to focus
behind the program and “the objectives on the shopper, Fuqua said. “We know
that we’re trying to achieve,” Hymas said. what our shoppers want, and you know
Supervalu partners with brands such as ConAgra Foods’
“We still get a lot of stuff coming in from what your customers want. How do we
Ro-Tel and Hunt’s for its annual “Taste of Black History” a lot of our supplier partners that really find that middle ground to build the best
program. doesn’t meet what we’re trying to go after.” programs?”