Supermarket Perimeter - January 2019 - 50

Produce: Brand power

COST-EFFECTIVE
CHARACTER MARKETING
As consumers
crave deeper
connections to the
foods they purchase
at the supermarket,
branding has the power
to influence stronger
customer loyalty.

The Produce Marketing Association got into the branding
business itself in 2014 through a partnership with Sesame
Workshop and the Partnership for a Healthy America. In the
program, called Eat Brighter!, PMA member companies can
use Sesame Street characters in their marketing efforts, free
of charge (PMA charges uses a $950 administration fee).
"We know character marketing works," says Kathy Means,
PMA's vice president of demand creation and consumer
affairs. If it didn't, she says, produce companies with deep
pockets wouldn't spend big to put a Disney princess or a
superhero on their packaging.
But most produce companies can't afford to do that, she says.
For them, using Cookie Monster, Big Bird, Elmo and other
Sesame Street icons is a cost-effective solution. Produce
companies also have the freedom of co-branding packaging
with a combination of their brands and the Sesame Street
characters, Means says.
Eat Brighter! is aimed at kids aged 2 to 5, Means says. If you
can establish good eating habits at that age, you have a consumer for life, she says. "Research has shown that that's when
their palates are forming," Means says. "It's a lot harder to
turn that ship around when they're 13, much less 30 or 40."

50 - JANUARY 2019

Since the partnership's forming, PMA has heard countless
success stories, Means says. Like the boy who corrected his
mom's choice of cherry tomato clamshells: "No, Mom, I want
the ones Elmo likes."
Bert and Ernie proved a perfect match for the Northwest
Pear Bureau, with a campaign built around a "pair/pear" pun.
And the different colors of the Sesame Street characters
provide a ready-made match for different colored fruits and
vegetables, Means adds. "The alignment is there - it's a
brand parents trust, and characters kids like," Means says.
"It's been great, and we'd love to see it get even bigger."

www.supermarketperimeter.com

JOHN UNREIN/SOSLAND PUBLISHING COMPANY, PRODUCE MARKETING ASSOCIATION

The more a given retailer tilts toward private-label, the
less importance they place on branded product, and
vice-versa.
But Strachan points that the two approaches can
also have a more symbiotic relationship.
"The relative importance of branding is elevated
given the growth of private label," he says. "A brand
won't be able to compete on price, so the messaging
needs to reinforce why they should stick with the brand
and have a clear point of difference."
When retailers invest in their own private-label
brands, Strachan says, traditional branding becomes
more important because while retailers want to keep
their supplier partners in their franchises, they need to
have a reason to stay.
"That's where having consistency helps keep consumers from transitioning to private label," he says.
Private label definitely serves a purpose, Whitney
says, but it often lacks the power of branded product.
"What I think is missing from private label products
and why we are seeing such tremendous growth in
produce brands is that they do not build relationships
at the product level," he says. "They are built at the store
or department level and retailers usually reserve private
label marketing support for large destination-driving
product categories."


http://www.supermarketperimeter.com

Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
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