supermarket PERIMETER - May 2021 - 39
Brand partnerships also allow for creative marketing to reach new
audiences. For instance, Niman Ranch is able to cross-merchandise
with New Belgium with neck hangers on six packs of their beer promoting the barbeque collection and cases of Fat Tire beer placed in front of
its sausages.
" We are also offering collaborative sweepstakes to build awareness
and engagement for the product, including the chance to win a Traeger
grill or Yeti cooler, " Calvert said.
When the Golden West/Jack Daniels partnership first started, neither
company was sure if consumers would like the product and be willing
to pay a premium. But thanks to a savvy marketing campaign and
strong promotions, people tried it and loved it.
" Consumers really brought into this, " Cimolino said. " The only way to
have a successful brand is that repeat purchase and create crave-ability
and create quality, and that keeps customers coming back. "
Golden West has marketed its meat alongside the whisky, driven
by the Brown-Forman company, because of the regulations involved
in selling alcohol. During the holidays, such as Father's Day, the two
collaborate on a gift pack with the barbeque sauce and a bottle
of whisky.
" It's the public that tells you whether something works or not,
which is why the value of test markets is so important, " Cimolino said.
" Companies pitch to us constantly who want to replicate the Jack
Daniels partnership, but it's not that easy. It has to be special. "
®
Racks . . . Like some people . . . are Tough !
R.O.I.
Not
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(845) 331-2111 * professionalseriesequipment.com * zframerack.com
MAY 2021 - 39
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Covered by one or more of the following U.S. Patents: 5,330,064; 5,386,787; 5,471,922; 5,503,087; 5,628,522; 5,957,309;
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supermarket PERIMETER - May 2021
Table of Contents for the Digital Edition of supermarket PERIMETER - May 2021
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