July 4th Holiday 2015

July 4th Holiday 2015:
A review of the product
promotion and brand activity
leading up to the holiday
© 2015 Market Track. Private and Confidential
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Overview
Market Track 360 Series – July 4th, 2015
Opt-in
Email
Social
Media
Radio
TV
(Net/Spot,
Cable,
Syndicated)
Online
Display
Online
Video
Cinema
360o view of
what impacted
the July 4th, 2015
shopper
Outdoor
Mobile
FSI/Direct
Mail
Online
Websites
Ecommerce
Trades
Magazines
© 2015 Market Track. Private and Confidential
Circulars/
ROP
Market Track reviews
the omni-channel
product promotion
and brand activity
leading up to July 4th,
2015 with a focus on
Beer, Grilling Proteins,
and Carbonated Soft
Drinks category
promotions during the
two weeks prior to the
holiday.
2
Market Track’s 360 Series
recaps key calendar events
throughout the year to
understand how retailers and
brands engaged with
consumers to win their
business.
2
Key Takeaways
9% decrease in grocery circular volume
 Grocers decreased the number of circulars published in the two weeks leading up to July 4th
by 9% year over year. Page counts remained relatively flat versus 2014, only decreasing by
2%. The change was driven by the few, not the many, however. The majority of Grocers
published the same number of circulars as they did in 2014.
Private Label’s share of circular decreases
 The grocery channel decreased its support of Private Label slightly from July 4th, 2014 to
2015. Private Label brands accounted for 18.8% of circular food promotions last year, and
17.9% this year. There is opportunity for national brands to take advantage of the ad space
grocers are taking from Private Label brands.
Walmart shifted circular volume and messaging year over year
 The mass merchant published three circulars in 2014 compared to one in 2015, and featured
30 ad blocks on their two food/drink circular front pages in 2014, compared to only one large
ad block in 2015. Their July 4th circular front cover qualitatively looked more like a catalog
than a circular.
Drug channel decreased opt-in email volume by 21%
 All three Drug retailers—CVS, Rite-Aid, and Walgreens—decreased the number of
promotional emails sent to July 4th shoppers this year. Walgreens sent more unique emails
(12) than either CVS (7) or Rite-Aid (4) in the two weeks leading up to the summer holiday.
© 2015 Market Track. Private and Confidential
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Omni-channel Engagement
CPG engagement in broadcast, digital, and print media
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Bud & Burgers Campaign
On July 11th, Budweiser will host the Bud & Burgers Championship Festival in St. Louis. The
festival will determine the best amateur burger in the country out of ten amateur chef
burger entrants. Rather than advertising for the July 4th event specifically, Budweiser has
engaged consumers with a fun summer competition with the Bud & Burgers campaign, and
has reinforced their event messaging across all media types since April.
Budweiser, TV (15 sec)
First Run: 4/28/2015
Last Run: 7/4/2015
Occurrences: 923
Ad Title: A Bud and a Burger.
Budweiser, Online Video
(30 sec)
First Observed: 5/2/2015
Last Observed: 6/26/2015
Ad Title: A Bud and a Burger.
Budweiser, Online
Display - JPEG
First Observed: 5/7/2015
Last Observed: 7/4/2015
Theme: This Bud’s for
you.
Budweiser, Outdoor - Bulletin
First Observed: 5/15/2015
Market: St. Louis
Ad Title: This Bud’s for you.
© 2015 Market Track. Private and Confidential
Budweiser, Mobile
First Observed: 5/10/2015
Last Observed: 7/2/2015
Ad Message: Bud & Burgers
Championship
Budweiser, Online Display-JPG
First Observed: 5/20/2015
Last Observed: 7/4/2015
Theme: This Bud’s for you.
Budweiser, Print-Full Page
Ad Date: 7/1/2015
Magazine: Esquire
Budweiser, Social (Facebook)
Ad Date: 7/1/2015
Ad Message: #BudAndBurgers
Final Showdown
Source: Competitrack Data
5
Print Advertising Market Presence
Identifying Shifts in Circular Advertising
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Market Presence (Print Circular)
Grocery Channel, July 4th 2013 vs. 2014
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Grocery Print Volume Highlights
# of Circulars
7
6
5
Circular volume decreased year
over year leading up to July 4th,
2015. Grocers published 9%
fewer circulars, and 2% fewer
circular pages.
4
3
2
1
0
July 4th 2014 (Weeks Starting 6/22 & 6/29)
July 4th 2015 (Weeks Starting 6/21 & 6/28)
• Food Lion was the only grocer in this
review to increase their circular count
year over year
60
# of Circular Pages
• Publix published fewer circulars this
year (6) versus last (8), yet increased
their total pages by 8%
50
• Tom Thumb saw the largest
percentage decrease (-33%) in circular
pages published among the grocers in
this review
40
30
20
• The majority of grocers (12 of 17)
published the same number of print
circulars this year as last year
10
0
July 4th 2014 (Weeks Starting 6/22 & 6/29)
© 2015 Market Track. Private and Confidential
July 4th 2015 (Weeks Starting 6/21 & 6/28)
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Source: Market Track FeatureVision® Data
Market Presence (Print Circular)
Drug & Mass Channels, July 4th 2013 vs. 2014
3
Drug/Mass Print Volume Highlights
2
Circular volume decreased year over
year leading up to July 4th, 2015.
Drug/Mass stores published two fewer
circulars, and 18 fewer circular pages.
1
0
CVS
Rite Aid
Walgreens
July 4th 2014 (Weeks Starting 6/22 & 6/29)
Kmart
Target
Walmart
July 4th 2015 (Weeks Starting 6/21 & 6/28)
60
• Walmart drove the decrease in both
circulars and pages. They published only
one circular this year versus three in
2014, and dropped their total circular
pages by 10.
• Drug stores volume strategy remained
the same year over year. All three
published the same number of circulars
and pages.
50
40
30
• Kmart decreased their circular density
during July 4th, publishing 12 fewer pages
in the same number of circulars.
20
10
0
CVS
Rite Aid
Walgreens
July 4th 2014 (Weeks Starting 6/22 & 6/29)
© 2015 Market Track. Private and Confidential
Kmart
Target
Walmart
July 4th 2015 (Weeks Starting 6/21 & 6/28)
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Source: Market Track FeatureVision® Data
Private Label Presence (All Categories)
Grocery Channel, July 4th 2013 vs. 2014
Private Label Share of Food Promotions
Private Label Share Decreases
HEB
Kroger
Private Label share of total promoted food
products in the grocery channel dropped
from 18.8% to 17.9%, on average.
Food Lion
Stop & Shop
Publix
• Despite decreasing their circular support
of Private Label year over year, HEB still led
all grocers with over 37% of food
promotions allocated to Private Label.
Giant - Landover
Giant - Carlisle
Pathmark
Weis
• Safeway decreased their circular support
of Private Label more than any other grocer,
dropping from 21.4% share to 13.6% year
over year during July 4th.
Tom Thumb
A&P
Acme
Bi Lo
Safeway
Shoprite
Jewel-Osco
Albertsons
0%
10%
20%
30%
40%
50%
July 4th 2015 (Weeks Starting 6/21 & 6/28)
July 4th
2014 and
(Weeks
Starting 6/22 & 6/29)
© 2015 Market Track.
Private
Confidential
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Source: Market Track FeatureVision® Data
Feature Page Messaging & Trip Drivers
Grocery, Drug, & Mass Channels
© 2015 Market Track. Private and Confidential
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Walmart’s circular evolution apparent
during July 4th
Walmart’s evolving circular strategy was evident during July 4th. They
replaced a dense front page filled with product promotions with an
event-focused front page with hot dog meal ideas.
July 4th, 2014
•
•
•
© 2015 Market Track. Private and Confidential
30 ad blocks
Two food-focused circulars (6/25,
6/29), three total
Multiple departments promoted
July 4th, 2015
•
•
•
One large ad block
One circular (6/26)
One department promoted
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Source: Market Track FeatureVision® Data
Tom Thumb hits on more shopper trip
drivers in July 4th circular
Tom Thumb advertised seven of the top 15 July 4th
trip drivers on their circular front page this year. Inmarket competitor HEB only featured five, focusing
more on produce.
HEB
Dallas, TX
7/1/2015
X
X
Which products would you consider
purchasing if they were on sale for July
4th?
Tom Thumb
Dallas, TX
7/1/2015
Ketchup/BBQ Sauce/Relish
X
Hot Dogs
Beer
X
Mustard/Mayonnaise
Charcoal
X
Soda
Bottled Water
X
X
Hot Sauce/Other Sauce
Lighters/Matches
Disposable Paper/Plastic Products
Deli Salads
X
Beef
Ground Beef
X
Chicken
X
X
X
Salad Dressing
© 2015 Market Track. Private and Confidential
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Source: Market Track Shopper Insight Series 2015 Survey
July 4th themes limited in Drug circulars,
yet Trip Drivers promoted on front page
CVS
Circular Theme
(Reference to holiday)
Front Page Category
Focus
Featured Deal
(Front Page)
Online Availability
Advertised?
"Celebrate & Save!"
Personal Care
4/$12 12-pack soda
$0.75 2-liter soda
Digital circular reference
(cvs.com/myweeklyad)
© 2015 Market Track. Private and Confidential
Rite Aid
Walgreens
Circular Theme
(Reference to holiday)
"BOGO Sale!"
Circular Theme
(Reference to holiday)
Front Page Category
Focus
Food & Drink
Front Page Category
Focus
Featured Deal
(Front Page)
Online Availability
Advertised?
BOGO laundry detergent Featured Deal
BOGO sunscreen
(Front Page)
Loyalty messaging only
(plenti.com)
Online Availability
Advertised?
"Open July 4th"
Food & Drink
2/$1 candy
No
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Source: Market Track FeatureVision® Data
Drinks and Grilling Proteins
Identifying opportunity areas for grocers promoting Trip Drivers
© 2015 Market Track. Private and Confidential
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A&P and Pathmark have opportunity to
reallocate Trip Driver ad support next year
Soda Share of Food/Drink Promotions
ShopRite
7.2%
HEB
6.4%
Kroger
4.7%
Albertsons
4.4%
Tom Thumb
4.0%
Publix
3.7%
Average (17 Grocers)
3.5%
Food Lion
3.1%
Safeway
3.1%
Jewel-Osco
3.0%
Bi-Lo
2.9%
Giant - Landover
2.2%
Pathmark
2.0%
A&P
2.0%
Weis
2.0%
Stop & Shop
1.9%
Giant - Carlisle
Over-indexed,
opportunity to
allocate more to
other trip drivers
5.4%
Acme
Bottled Water Share of Food/Drink Promotions
1.5%
© 2015 Market Track. Private and Confidential
Both A&P and Pathmark
allocated over 5% of their
July 4th circular food/drink
promotions to bottled
water. They have an
opportunity to provide
more support to other trip
drivers like soda, in which
they were under-indexed
relative to other grocers.
Under-indexed
in top trip
driver category
Pathmark
5.3%
A&P
5.3%
Jewel-Osco
2.8%
Food Lion
2.6%
Stop & Shop
2.5%
Tom Thumb
2.5%
Average (17 Grocers)
2.4%
Kroger
2.4%
ShopRite
2.1%
Acme
2.0%
Safeway
2.0%
Giant - Carlisle
2.0%
Bi-Lo
1.4%
Albertsons
1.4%
Publix
1.4%
Weis
1.3%
Giant - Landover
1.3%
15
Source: Market Track Data
HEB led grocers in circular support of beef
and chicken, both July 4th Trip Drivers
Beef Share of Food/Drink Promotions
HEB
4.1%
Albertsons
3.6%
Stop & Shop
3.5%
Giant - Landover
3.5%
Safeway
3.1%
Giant - Carlisle
3.1%
Tom Thumb
3.1%
Weis
2.7%
Publix
2.6%
Kroger
2.4%
Average (17 Grocers)
2.4%
Jewel-Osco
1.9%
Food Lion
1.8%
Pathmark
1.2%
A&P
1.2%
Acme
ShopRite
Bi-Lo
HEB 7/1 Front Page
1.1%
0.7%
0.4%
© 2015 Market Track. Private and Confidential
Chicken Share of Food/Drink Promotions
HEB
Grilling proteins were
focus categories for HEB
leading up to July 4th.
They allocated a larger
share of their food/drink
promotions to beef and
chicken than other
grocers.
Pathmark
2.5%
A&P
2.5%
Weis
2.4%
Giant - Carlisle
2.0%
Safeway
1.8%
Kroger
1.8%
Average (17 Grocers)
1.7%
Jewel-Osco
1.6%
Stop & Shop
1.6%
Giant - Landover
1.6%
Albertsons
1.6%
ShopRite
1.5%
Tom Thumb
Both ShopRite and Bi-Lo
were severely underindexed in beef
promotions; opportunity
area for July 4th, 2016.
2.7%
1.3%
Acme
1.1%
Bi-Lo
1.1%
Publix
0.9%
Food Lion
0.8%
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Source: Market Track Data
Please contact your Market Track account team, or
perspectives@markettrack.com with questions.
Thank You!
© 2015 Market Track. Private and Confidential
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