Progressive Grocer - August 2017 - 48

Feature

Cross-promotion
with relevant
food partners
that enhances
the tailgating
occasion
will become
increasingly
integrated
with the overall
brand and
promotion
proposition."
-Edith Llerena,
Heineken USA

Seasonal Marketing & Merchandising

mind for consumers and helps them
understand how they can use our
product in their upcoming events."
She adds that Hormel also teams
with retailers on "co-marketing
opportunities such as coupons and
retailer-specific apps to help drive
trial. We have seen a lot of success
with these types of promotions."

Cohesive Experiences
Meanwhile, in center store and the
refrigerated section, Chicago-based
Conagra is teeing up tailgating and other seasonal
promotions and products for its various brands.
"Hebrew National's targeted seasonal merchandising and focused promotional activity extends [into]
early fall, as we look to engage consumers [during]
tailgating season," notes Amanda Perry, brand director,
as an example of some of the company's activities in
this regard. "We're working with our customers on
omnichannel shopper marketing programs that include
seasonal merchandising. ... We also execute crosspromotions with other Conagra brands."
Further, since many fans enjoy a cold one while

watching a game or tailgating, Dos Equis, a
brand of White Plains, N.Y.-based Heineken USA, "is giving fans a chance to win a
VIP experience at the National Championship game in Atlanta, as well as numerous other exciting football-themed and
tailgating-appropriate prizes," says Edith
Llerena, shopper marketing manager for
the imported Mexican beer.
She adds that "the program provides
cross-merchandising opportunities with
Avocados from Mexico and On the Border
chips and dips, a perfect fit with game-day tailgating."
Llerena believes that such team-ups will only
deepen going forward, noting that "cross-promotion
with relevant food partners that enhances the [tailgating] occasion will ... become increasingly integrated
with the overall brand and promotion proposition."
Another strategy that's here to stay, according
to Hormel's Klotz, is "[t]he combination of both
online and in-store merchandising, [which] will
continue to be a powerful duo, allowing both vendors and retailers to incorporate integrated go-tomarket strategies that provide a cohesive experience
for consumers." PG
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48

| Progressive Grocer | Ahead of What's Next | August 2017

PG 0817 44-49 Tailgating bgJIM.indd 48

8/10/17 3:39 PM


http://www.EmmiRoth.com/roth

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
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
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Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
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