Rollout Roundup: Brand Promotion
Brand promotions based on the “two-for-one” concept are tried and true. But brand marketers that design promotions with added substance discover they can leave a lasting impression on retailers and consumers—impressions not measured just through increased sales but ones that create a halo effect.
With the goal of sharing 1 million breakfasts with children who might otherwise go hungry, The Kellogg Co. recently served up breakfast at corporate headquarters of c-store chain participants including Gate, Holiday, The Pantry and Thorntons Inc.
Occurring in early March to commemorate National Breakfast Week, the third annual “Share Breakfast” campaign, co-sponsored by Action for Healthy Kids, was an opportunity for the snack and cereal giant to advocate for healthy breakfasts; nearly one in five children across the U.S. start their day without breakfast.
For every breakfast an employee shared, Battle Creek, Mich.-based Kellogg made a donation to Action for Healthy Kids to help increase school breakfast participation. Donations were significant as approximately 1,000 c-store associates attended the event, consuming cereals, toaster pastries and other items.
Atlanta, Ga.-based Pop Rocks unveiled another school-oriented promotion—“My School Rocks.” In its third year, the promotion rewards students who present the most convincing argument why they’re most proud of their school. The payoff to winning students: an iPad.
C-stores play a role in the sweepstakes, occurring July 15 through Sept. 8, as the manufacturer is providing retail participants back-to-school themed in-store shippers to build excitement around the campaign. Each shipper contains 72 packs of .33-ounce strawberry and watermelon Pop Rocks flavors.
Social media plays a role in “My School Rocks” as students can enter by visiting www.pop-rocks.com using an online entry form. The contest is also being heavily promoted on Pop Rocks’ Facebook fan page at www.facebook.com/PopRocksCandy.
From school to the musical stage, Dinuba, Calif.-based Ruiz Foods launched a promotion in which two winners get the chance to meet country performer Rodney Atkins at a June 4 concert.
Centered around the company’s Tornado roller-grill product, winners will rub elbows with Atkins, a former ACM top new male vocalist of the year, at the “Music City Gives Back” concert in a couple of weeks. The perks include airfare and hotel accommodations, a tour of the backstage production trailer and bus, a play list signed by Atkins, and a guitar autographed by the singer.
Meantime, the halo effect of some promotions occur simply by making life easier for c-store retailers. Case in point: Eaton, Ohio-based Henny Penny Corp.’s “Better Solutions” advertising campaign and web site launches, spotlighting the efficiency of its equipment solutions.
The ads center around the Evolution Elite open fryer and SmartHold holding cabinet. From a bottom line standpoint, ads show the measurable advantages the equipment has on economical oil usage and sustained food holding times.
The ads use math symbols made from food. For example, Evolution Elite fryer ads feature a “less than” symbol comprised of French fries, along with the headline, “Less Oil. More Savings.”
The new campaign is supported by a number of microsites. Two currently active and available for public viewing are www.hennypennymath.com/EE, which provides efficiency calculators and other tips for frying, and www.hennypennymath.com/SH, which offers the same for holding equipment.