Land O Lakes Puts Shopper Marketing Focus on Cheese
Land O Lakes crunched some of its shopper marketing data to come up with its first in-store program specifically designed to boost sales of its premium deli cheeses.
The company and its agency, MarketingLab, took a close look at the profile of its target and the typical deli shopper: a stay-at-home mom in her 40s with a high household income and children still living in the home. The analysis also found that this mom is saving money by cooking and eating at home rather than dinning out, but would like to prepare something special.
The data also revealed that this shopper finds the deli a somewhat difficult place to shop and is looking for sales to spark a purchase, said John Tieszen, account director of Minneapolis, which developed and executed the campaign.
With those details in hand, the agency focused on ways that Land O Lakes premium deli cheeses could be incorporated into homespun meals. What bubbled to the surface is “Memorable Moments,” a program that features four different meal occasions that began with a two-week effort focusing on the classic grilled cheese sandwich.
MarketingLab created large counter cards showing mouth-watering images of the sandwiches that included coupons for $1 off that were placed on deli counters in about 2,800 stores, including A&P and ShopRite, and at 800 independent delis in New York, Boston and Philadelphia.
“We combined what we knew about the shopper and the objective of getting increased usage,” Tieszen said. ““The whole intent it to hit our shopper when she’s at the deli counter and to help with something she can make a little more memorable.”
In May, the campaign will focus on the outdoor grilling season and cheeseburgers. Two other programs this year will center on snacks and breakfast.
