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THE CHALLENGE: Create an in-store promotion to drive merchandising and sales of
LAND O LAKES® Deli Cheese in three key east-coast markets – Boston, New York City and Philadelphia – during the spring time frame.
LAND O LAKES® Deli Cheese in three key east-coast markets – Boston, New York City and Philadelphia – during the spring time frame.
THE INSIGHT: Having executed deli promotions in these markets, the Tartan team realized that Land O’Lakes had to tailor offers to the diverse needs of various retailers to gain maximum performance. For example, chain accounts could handle coupons to drive consumer purchases, but many independent delis (lacking redemption facilities) could not.
THE EXECUTION: We created a “3-Point Play” Basketball Promotion to coincide with the annual NCAA March mania tournament frenzy – and the resulting multitude of in-home parties that spur cheese and sandwich usage among consumers. The cluttered in-store environment necessitated that any POP materials produced be right-sized for the deli.