COVID-19 is still looming over us every single day. Not only do we have a threat to our health and economy, but in 2020, we also learned the fragility of our nation’s food supply chain.
As a result of COVID, CPG supply and distribution issues have created a drop in retail consumer sales promotions worldwide, and the Defense Commissary Agency (DeCA) resale channel is no exception. However, with careful and strategic planning led by Branch 5 Marketing, our clients’ brands were awarded one of the few promotions currently allowed in DeCA, with special display approval granted for the upcoming Labor Day holiday.
Displays began popping up mid-August in anticipation of holiday sales, and will run past the holiday to offer patrons substantial savings on top grilling staples – Clorox’s® Kingsford® Charcoal and Nathan’s Famous® Beef Franks!
Designing and forging the partnership for both brands, Branch 5 was able to facilitate communication between both companies and develop a program that reduced each partner’s investment by 50% versus a solo brand promotion. During these turbulent economic times, manufacturers and agencies alike are being challenged to do more with less and deliver exceptional ROI. Co-ops are the magic sauce so all parties can keep pushing forward.
With the consumer strain on spending due to unemployment skyrocketing (think military spouse job loss), military families are leaning on the Commissary and its products to deliver a savings greater than traditional or online retailers can offer.
While many brands are pulling back on promotions and advertising, we used the opportunity to encourage tie-ins to grow market share while offering Commissary shoppers additional savings they very much need and deserve.
The ‘Fire Up the Flavor’ promotion features high-value coupon tear pads ($2.00/2), and point of sale including case cards and shelf talkers. The program will also be enhanced by a broker display contest, awarding high-value prizes for the top 10 displays.
Branch 5 produced all creative in-house, led project direction, estimates and print management, developed sales field instructions, program summaries, managed timing and logistics, and will also execute the wrap-up with fulfillment of the display contest winners and post-event analysis.
If you are a manufacturer interested in brand partnerships within military resale, please reach out to Branch 5 Marketing to find out if we have a natural brand partnership opportunity for you! Email Stephanie Medlin directly at stephanie[at]branch5marketing.com or call (480) 420-9129.