Supermarket Perimeter - May 2022 - 34

Deli: Cheese merchandising
be found in places the consumer is already frequenting, like recipe sites
and popular influencer pages.
" When putting our brands in these places, we seek to make
conversion as simple as possible, leveraging technology that will
instantly add our cheeses to consumers carts at retailers nationwide, "
Englert said.
In the past year, Saputo has increased its investment in the digital
space significantly, supporting ecommerce sales with tactics such
as sponsored search, thematic digital merchandising events, digital
sampling and branded ratings and reviews.
" We've also gotten more advanced in the ways we're offering savings
and targeting offers for consumers, partnering with third-party vendors,
such as coupons.com and Ibotta, to offer digital coupons and rebates. "
Moving from digital to brick-and-mortar, Saputo utilizes signage and
easels with more education on its brands and shelf coupons to make
the products more accessible cost-wise. Where possible, Saputo works
with other brands and products that are complementary to its cheeses
on cross-merchandising partnerships.
In 2022, Saputo also will start bringing back a merchandising staple
derailed by COVID: in-store demos to help drive the " discoverability of
our cheeses, " as Englert puts it.
Textbook merchandising
The launch of Saputo's Cathedral City Brand at retail is a perfect
example of effective merchandising's huge impact on sales, Englert said.
First, Saputo secured national distribution in the brand's first year
by leveraging a combination of national public relations and media
programming that focused on driving awareness and education for
the brand.
In tandem with that, Saputo invested in retail marketing that included
at-shelf signage and printed coupons - coupons which were visible
in drive-up and online pick-up orders (to drive new trial), as well as
digital coupons, rebates, and sponsored search to ensure products were
populating in online search results.
The company also built ratings and reviews programs to help build
trust for the new-to-market brand.
" It's an exciting time in the grocery channel, " Englert said. " COVID
forced our retail partners to change and adapt quickly, but they rose
to the occasion and are exploring entirely new ways of rising to meet
their customers. Saputo is thrilled to be invested in growing with our
retail partners and adapting as new opportunities for merchandising are
created and made available to brands. "
Instore signage is
one of many tools
Saputo and other
cheesemakers use to
educate consumers.
BelGioioso gears up for biggest
Mozza Palooza promotion yet
The 2022 version of Green Bay, Wis.-based BelGioioso Cheese's Mozza Palooza
promotion will be bigger than ever.
Mozza Palooza will feature merchandising assistance for retailers to create
displays from mid-June through August. The campaign includes a website complete
with inspirational recipes including fresh mozzarella and burrata. Instore point of
sale kits with QR codes driving consumers to the site are also available.
Retailers can choose a custom mix of items including pearls, balls, sliced mozzarella
and burrata for their instore promotions.
" Retailers create a total deli department event to maximize Fresh Mozzarella
sales during the prime summer selling season, " said Sean Moran, BelGioioso's vice
president of sales. " Previous events have driven a 50 to 60% increase in fresh
mozzarella and burrata sales for many participants. "
34 - MAY 2022
supermarketperimeter.com
SAPUTO , BELGIOIOSO
http://www.coupons.com http://www.supermarketperimeter.com

Supermarket Perimeter - May 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - May 2022

Supermarket Perimeter - May 2022 - Intro
Supermarket Perimeter - May 2022 - STPa
Supermarket Perimeter - May 2022 - STPb
Supermarket Perimeter - May 2022 - 1
Supermarket Perimeter - May 2022 - 2
Supermarket Perimeter - May 2022 - 3
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Supermarket Perimeter - May 2022 - 5
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