Progressive Grocer - August 2017 - 45

Seasonal Marketing & Merchandising

Feature

Game On
Tailgating and other fall seasonal events inspire programs across the store.
By Bridget Goldschmidt

W

ith the onset of autumn comes
football season, as well as such
fall celebrations as Halloween and Thanksgiving, with
consumers looking ahead to
the winter holidays. To capture sales this time of
year, suppliers across the store are bringing their A
game by updating their playbooks to include online
components and cross-departmental merchandising.
With recent research from Jacksonville, Fla.based Acosta showing that 42 percent of shoppers
surveyed grill at home before watching a game on
TV and 31 percent grill at tailgating events, it's a
no-brainer to feature grill-ready meat items during
the season. (For one grocer's distinctive approach to
this, see the sidebar below.)
"Tailgating centers on steaks and burgers," affirms
Christy Johnson, director of advertising and marketing
strategy for the Certified Angus Beef (CAB) brand, in
Wooster, Ohio. "They only take minutes to prepare, so
there's more time to enjoy the big game. ... For busier
weeknights, retailers may also want to feature roast
recipes for the slow cooker. They're quick to prepare in
the morning so that a delicious and nutritious dinner is
ready when the family returns home."
The brand helps its retail partners incorporate
easy tailgating and holiday recipes into videos,
social media posts, advertising, newspaper circulars,
customer emails and in-store signage, according to

Johnson. "With promotions built around recipes,
retailers have more opportunities to bring meal
components from produce, bakery and center store
to the meat case, providing easy meal solutions for
customers to pick up for dinner tonight," she says.
Despite CAB's emphasis on tech-savvy programs,
supermarkets and their employees still have a crucial
role to play, stresses Johnson. "We have evolved our
toolkits to be more digitally focused, but retailers will
still need physical promotions in stores and traditional
formats," she observes. "Into the fall season, as comfort food and roasts regain popularity, it's important

Cross-cultural Touchdown
During fall tailgating season, Cardenas Markets LLC gives the
occasion its own unique cultural spin.
According to John Gomez, CEO of the Ontario, Calif.based grocer, many of whose customers are first-generation
emigrants from Spanish-speaking countries: "Some of the
special occasions and holidays celebrated during the fall are
new traditions for our consumers, particularly the recent immigrants; so, it is incumbent upon us to educate consumers
on these celebrations. We do so through an integrated approach. We leverage weekly ads to promote items relevant to
the holiday, we work with
key vendors to host instore demos and
offer ideas for
cooking and

BrinG The
BurGers
Certified Angus
Beef provides
easy recipes for
consumers to use
while tailgating.

entertaining, and we update our POS to reflect flavors of the
season and inspire new creations."
Continues Gomez: "Tailgating and certain holidays are
great opportunities for grilling; therefore; we focus our promotions on the carnicerĂ­a (meat department), offering special
discounts on thin-cut steaks like beef flap meat (ranchera),
pork ribs, beef flanken ribs, beef tri tip, beef chuck steak,
(diezmillo) or beef clod steak (espaldilla)."
He goes on to explain: "Tailgating is strongly related to American football, a growing sport among Hispanics, and holidays
such as Thanksgiving are celebrated with a Latino flair. Our role
in that acculturation process is to provide them with new ideas
for cooking, such as barbecuing with hot links and sausages, or
experimenting with American-cut steaks such as New York,
T-bone or even pork chops, in an effort to immerse our
customers in American culture, without losing the flavors
and dishes that are part of their heritage."

August 2017 | progressivegrocer.com |

45


http://www.progressivegrocer.com/

Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
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