Mega-promotion with key grilling brands set to launch in worldwide Commissaries beginning mid-June
Round two! On the heels of a successful fall 2020 promotion between Smithfield’s Nathan’s Famous® brand and Clorox’s Kingsford® Charcoal, both partners were eager to plan a subsequent cross-promotion for summer 2021.
Typically, approved promotions in DeCA are limited to a 2-week display period. However, both partners wanted to push the envelope and secure a promotion that would capture two key holidays: Independence Day and Labor Day. Smithfield and Clorox challenged Branch 5 to not just develop a mega-promotion for the entire summer, but one epic enough that DeCA would make an exception to the rule.
We asked DeCA for a lot. We asked for an entire summer of display space. We asked for multiple display spaces on each sales floor that would cross-promote meat and charcoal. We asked to utilize indoor branded pop-up tents, pallets, rolling racks, coolers, grills, bunkers, shelf space and to saturate those displays with coupons and point of sale (POS). Basically, Commissary patrons were going to see these products at every turn. But what these two brands offered DeCA in return – they couldn’t refuse our offer!
Fire Up the Flavor is projected to provide $500k+ in patron savings, millions in incremental sales, and award over $6k in prizes to the deserving military community.
Branch 5 Marketing lead the planning and creative process to provide Commissary patrons a one-stop shop on America’s favorite grilling products. Ensuring all touch points are covered from shelf to secondary displays, I designed a comprehensive POS kit sure to capture military shoppers’ attention.
The first order of business was cross-promoting the participating products via a high-value coupon offer.
Below are the POS materials that will be visible in U.S. Military Commissaries beginning June 21st. Each piece was specifically designed to reach shoppers at multiple touch points and different types of display builds throughout the stores.
Base Wrap was developed to wrap pallet displays, coolers, bunkers, walls and end caps. Shelf Violators to ensure products on the shelf are tied-into the promotion. Versatile case card that can be used on pallets, coolers, shelves and mass displays. Signage to support in-store demonstrations (limited to coupon distribution and promotion awareness versus sampling, due to COVID-19). Front shown. Signage to support in-store demonstrations (limited to coupon distribution and promotion awareness versus sampling, due to COVID-19). Back shown with talking points to prompt employee.
In addition to in-store point of sale, the promotion includes a store-level sweepstakes where military shoppers can enter for a chance to win a either one (1) Kingsford Barrel Grill (ARV: $200), one (1) of ten $50 Commissary Gift Cards or one (1) of ten $25 Commissary Gift Cards. Each store will also be provided charcoal kettle grills to use as part of the display and award as a raffle prize at the end of the promotion. Branch 5 assembled prize kits for winners and distributed them to the sales reps for in-person awarding.
Easel-back poster to communicate store-level patron sweepstakes. Signage for the ballot box to communicate store-level patron sweepstakes.
To capture shoppers while they pre-plan their shopping trips, we also created a full-page Family Magazine ad announcing the savings they could find in stores, along with a supporting advertorial that offers unique grilling tips and recipes. The June issue will drop mid-June prior to Independence Day to approximately 500,000 military shoppers worldwide.
June Family Magazine Ad – Communicating program to 500,000+ worldwide Commissary patrons. June Family Magazine Advertorial providing unique grilling ideas and recipes.
In addition to print ads, we are also planning a targeted influencer campaign scheduled to drop July 1st on social media that will reach Commissary patrons planning for holiday parties and encourage foot traffic.
Lastly, to incentivize the sales force to go above and beyond, Clorox and Smithfield are holding a display contest to encourage creativity and reward the top 20 exceptional displays with high-value Visa Gift Cards and a mixed prize bag including electronics and appliances. These prizes will also be fulfilled by Branch 5.
Summer is the highest consumption period for grilling products, and with the ‘Fire Up the Flavor’ promotional overlay spanning ten long weeks, Kingsford, Nathan’s and Eckrich are poised to take an even greater percentage of the market share, reinforce brand loyalty and sell record-setting units in DeCA.
It has been a true pleasure to work with Clorox and Smithfield to deliver this highly-customized promotion to DeCA.
Be sure to check back as summer progresses, as I will be posting some of the display photos that are rolling in!
