Driving Success at the Store Shelf Sherrie Rosenblatt Doug Adams Evan Lunde

Driving Success at the Store Shelf
Sherrie Rosenblatt, VP of Marketing and Communications at Can Manufacturers
Institute
Doug Adams, President at Prime Consulting Group
Evan Lunde, Head of Marketing, Carnation Milks & Libby’s Pumpkin at Nestle USA
The Context: Who We Are
Can Manufacturers Institute
• Trade association of the metal and composite can manufacturing industry
• Members account for more than 81% of annual domestic production of
133 billion cans
• Group of agency partners managing and launching the campaign,
reporting to the CMI President and member-funders
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The Campaign
• A multi-year, fully integrated national campaign
• Builds on the insights from a new, comprehensive
values-based consumer research
• Bringing food manufacturers and retailers together
to drive center store sales
3
Campaign Goals
Increase purchase of canned foods by:
• Inspiring key target prospects to increase usage of
canned foods
• Informing them of the benefits of canned foods
4
The Path to Consumption
5
Grounded in Research
Key findings include:
• Canned foods are a
frequent and important
part of Americans’
household meals
–66% categorized the
canned food as having a most
important or major role in
the meal
Source: Artemis Strategy Group
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Grounded in Research
85% of consumers
include canned foods in
meals weekly
– 47% do so multiple times a
week
63% rated the canned
food as highly important to
the quality of a recent
meal
Source: Artemis Strategy Group
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Grounded in Research
Meals involving canned foods are valued for their importance in
creating a good nutritious meal, while allowing time for social
interaction with the family
• 75% or more identified quick, good tasting, stores easily, dependable, a favorite or
•
•
low cost as reasons the canned food was important to the meal
Quality, health and nutrition are also frequently cited reasons, with a range of
50%–71%, depending on the specific attribute
A majority (81%) of the identified meal occasions were also social occasions that
included spouses/significant others (56%), children (41%), extended family (17%)
and friends (8%)
Source: Artemis Strategy Group
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Consumers Have Strong Positive
Associations with Canned Food
Source: Artemis Strategy Group
9
Crucial to Center Store Sales
Nearly 1 in 5 units sold in the grocery department
comes from a category dominated by can packages
• The greater canned food category sells nearly 16,000 units
each week out of the 85,000 units sold in the entire grocery
department in the average store
• 11,300 of these units leverage the iron clad technology of the metal food
can
Cans account for 72% of all unit sales in these categories
Source: Willard Bishop SuperStudy & Can Manufacturers Institute
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Strong Retail Metrics
Cans outperform alternative packages
in sales per item and
for each facing
2 to 1
Canned Food Categories
Avg Weekly
Grocery
Dept
Cans
Alt Packages
Sales per SKU
$10.66
$11.12
$5.50
3.8
5.0
2.5
Unit Sales per Facing
Source: Willard Bishop SuperStudy & Can Manufacturers Institute
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2013 Consumer
Program
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Our 2013 “Cantry”
•
•
Multiplatform Entertainment
Integration
Social Media
–
–
–
–
–
•
Facebook
Pinterest
YouTube
Twitter parties
Blogger relations
Traditional Media
–
–
–
–
–
SMT
Contributor relations
Color pages
Mat release
Magazine outreach
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Robust Campaign Calendar
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Media Partnership
“The Chew”
•
Premiered in fall 2011, replacing “All My Children”
•
Nationally-televised afternoon show on ABC-TV
•
Food/lifestyle-oriented talk show that includes
cooking demos and guest participants
•
Hosts: Food Network’s “Iron Chef” Mario Batali,
Food Network’s “Iron Chef” Michael Symon, Bravo
TV’s “Top Chef” finalist Carla Hall, TLC’s “What Not
To Wear” host Clinton Kelly and cookbook author
Daphne Oz, daughter of Dr. Oz
•
Tapes in front of live studio audience in NYC
•
Viewers: Average 2.2MM/ episode
•
Show indexes well with consumers who are medium
users of canned foods
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2013 National Canned Food Month Launch
Brand and Cans
Get You Cooking
Digital Advertising
Digital Video of
Full “The Chew”
Segments &
Sponsorship of
Recipe Page
“Can-Do” Consumer
Cooking Contest
Social Media Posts
from “The Chew”
“The Chew” Branded Recipes
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The CHEW Phase Two Partnership
Two On-Air Integrations
Substantial ABC Online
Presence
Suite of
“Promercial”
Content
Babble.com Blogger Partnership
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Our Canifesto
We Can and We Will!
We at Cans Get You Cooking are inspired by
the role of the can in helping consumers to
achieve success in their relentless quest to
get a homemade meal on the table for their
family, day in and day out, without
compromise.
We understand that success is found in
fulfillment of the desire to do what’s best for
oneself and ones family, while recognizing
the realities of everyday life.
We and our partners are on a mission to
enable them to achieve that success. With
the information and inspiration and
permission we provide, they CAN get a
healthy homemade meal on the table more
often, and they CAN feel good about that
meal!
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Building Collaboration & Partnership
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A Collaboration Catalyst
Aligning our efforts
to start a
chain reaction
at retail
Retailers
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Why Nestle is a Proud Partner with
CMI and CGYC
• Carnation Milks and Libby’s
Pumpkin are iconic brands with
a long standing tradition of
trusted foods delivered in a can
• The efforts of CMI allow us
bring awareness to the great
things cans do to make our
products safe and healthy for
consumers
• We could not do this type of
communication on our limited
budgets, this type of
partnership allows us to
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A Collaboration Catalyst
• Consumer insights and
messaging
• National, multi-channel
marketing and PR
Retailers
• Registered dieticians support
tools
• Social media support
• Retailer support program
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Consumer Outreach Already Working
for Nestle
•
Ongoing Connection through
•
Satellite Media Tour (Feb. -13MM impressions)
•
- coupon giveaways (May -21MM impressions)
•
BlogHer Convention (August)
•
Canbassador Outreach (August)
•
MAT Release to over 400 news outlets
October - Pumpkin Chili Mexicana
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A Collaboration Catalyst
• Brings Brand, Marketing
and Sales teams together
Retailers
• Enhances retailer
programs
• Integrates campaign
messaging, assets, and
activities in brand
programs
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Leverage Shopper Marketing Insights and
Execution
• Leverage our strength in
this area with retailers to
build bigger and better
promotions. We are proud
to partner with CMI and the
Cans Get You Cooking
program to drive center of
store sales.
• Retailers are looking for
ways to reinvigorate the
center of store and this is a
partnership that can help
them do that
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Leverage Cans Get You Cooking In Store
• Leverage the Campaign
on in-store display
executions
• Encourage retailers to
leverage the Cans Get
You Cooking
communication in ad
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Building Industry Collaboration
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Partnerships with Many Brands and
Manufacturers
Retail Activation Strategy
Employ a two-pronged strategy that ultimately translates to year-long support for
canned food products by optimizing retailers’ planned promotional calendars,
combining:
• Expand on-going, baseline activity to create consistent presence and pressure to
raise the base, on canned food volume levels.
+
• Create retailer-exclusive, thematic big events during key promotional windows to
elevate the peaks on canned food volume levels…“How High Is Up?”
2013
Oct
Calendar Example
2014
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
On-Line Recipes/Meal Solutions
Holiday
Events
Stock
Up
Event
Stock
Up
Event
Stock
Up
Event
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Retailer Engagement (thus far)
APPTS BEING SET
IN-PROGRESS
CONFIRMED
Retailer
Retailer A
Stores
Name
484
Vehicle
Messaging
More
Activity
Lead Partner
Brands
*
Full Page Ad;
Pallet & End Cap
Displays; Digital and
Other
Social Media
X
Yes
Retailer B
205
Retailer C
247
Lobby & End Cap
Displays for Feb;
Digital & Social Media
X
Likely
Retailer D
850
Ad & Displays;
Some Social Media
XS
Likely
Retailer E
124
TBD
Magazine Features JanMar; possible Display
event for Feb
Some
Likely
TBD
Retailer F
>400
TBD
Pallet/ End Cap
Displays; Social Media
Likely
Likely
TBD
Retailer G
2400
Pallet/ End Cap Displays
Likely
Likely
Your Chain
TBD
Customized for You
and Your Shoppers
TBD
Yes
TBD
TBD
TBD
You Pick the
Brands
* 4 Products
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In-store Retail Activation
Retail activation plan could incorporate multiple layers
of sales and marketing support:
– Include private label and multiple branded products
– Extend to multiple retail locations
– Incorporate displays with campaign POS
• Focus on pallet/ modular displays
– Advertising opportunities
• Significant ad presence
• Integrate into retailer digital media and website
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Summary
• We have a common goal and the opportunity for a mutually
beneficial partnership to fuel center store sales.
• Capture the opportunity to grow canned food volume on two
fronts:
– Raise the base volume levels throughout the year
– Elevate the peaks with big events in key promotional
windows
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How Can You Participate?
Get new research insights, registered dietician tool kits, and more at:
www.cansgetyoucooking.com
and learn more about 2014 plans by contacting:
Sherrie Rosenblatt, VP of Marketing
Can Manufacturers Institute
202-232-4677
srosenblatt@cancentral.com
Doug Adams
doug@primeconsulting.biz
847-945-1155
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