Shopper Marketing - March 2014 - (Page Cover1)

Vol. 27, No. 3 * March 2014 Vol. 25, No. 10 * October 2012 / An Official News Publication of the Safeway's Aamir Joins MOUNTAIN VIEW, C ALIF. - Mir Aamir, formerly president of customer loyalty and digital technologies at Safeway Inc., has joined Inc. as chief financial officer and chief operating officer. In addition to overseeing all financial and accounting functions, Aamir will lead the company's operations and the international business. A 2013 Path to Purchase Institute/Shopper Marketing Hall of Fame inductee, Aamir helped establish and lead Safeway's "Just for U" digital marketing platform, which takes advantage of the retailer's loyalty-card data to deliver personalized offers. His prior experience includes time with A.T. Kearney and Procter & Gamble. Lewis Moves to J&J NEW B RUNSWICK , N.J. - Joh n son & Johnson has lured Alison Lewis, formerly SVP, marketing, North America, at the Coca-Cola Co., to be global chief marketing officer of its consumer companies. INSIDE Retail Intimacy, Part 5 The series finale focuses on successful CPG initiatives at Dollar General. Truvia Renews Focus on Trial SEE PAGE 12 Integrated campaign moves past education to sampling, coupons and a money-back guarantee TO WIN IN-STORE By Dan Ochwat WAYZATA, MINN. - Having already run several campaigns to educate consumers about its Truvia natural sweetener, Cargill launched a new effort in September that pushes consumers to experience the product. The campaign is supported by a money-back guarantee and Truvia's largest in-store push to date. Mark Brooks, global business director for Truvia Consumer Products, says this new campaign, which will run through the second quarter of 2014, required a heavier push at the shelf. "We have probably doubled the weight of our marketing media mix at store vs. previous years." Truvia was introduced in 2008, and early marketing focused mainly on the stevia plant (of which Truvia is made). But ongoing consumer panel research and shopalongs helped show that the sugar/sugar substitute category is very "low involvement," Brooks says, often housed in the low-involvement baking aisle. "So we'll really be pushing shopper marketing through," he says. "When you get to the aisle, there will be many more retail demos than we've ever done PEOPLE TURN toWATCH toWATCH WA HERE See Truvia, Page 8 Meyer Corp. Bakes With the 'Cake Boss' New product line leverages celebrity, brings excitement to conservative category By Michael Applebaum VALLEJO, CALIF. - Through a licensing agreement with Discovery Visit us at cookware manufacCommunications, turer Meyer Corp. recently launched a bakeware GlobalShop line that leverages the popularity of TLC reality series "Cake Boss."Booths #3023products are beThe Cake Boss-branded & #3428 ing sold at craft stores, department stores and mass retailers nationwide, including Michaels and Walmart. According to TLC research, "Cake Boss" viewers are more likely than the average female consumer to bake for fun. Given that insight, Meyer (which also licenses Rachael Ray and Paula Deen products) saw an opportunity to bring some excitement to the typically conservative bakeware category. "Cake Boss" star Buddy Valastro worked closely with Meyer on , PAGE 18 Big Data, Part 2 A two-part series examining how data can translate into shopper success. PAGE 26 Design of the Times The spotlight shines on the contest's Platinum and Best of the Times winners. PAGE 28 See Cake Boss, Page 10 ADVERTISEMENT More in Store. Less Out-of-Pocket. ® See more details on page 5

Table of Contents for the Digital Edition of Shopper Marketing - March 2014


Shopper Marketing - March 2014