Supermarket Perimeter - September 2024 - 54

Meat & Poultry: Turkey
Savvy marketing
With marketing, Pianalto recommended highlighting convenience,
affordability and versatility to resonate with customers.
" Consumers also want to see more authentic content on social
channels which is why partnering with influencers and just everyday
consumers who use our products is key, " she said. " As the retailer digital
shelf and online ordering experience becomes more robust, it's critical
to have strong product content, visuals and display campaigns to
encourage online purchase. "
For in-store merchandising, having QR codes on signage that drives
to relevant content is a smart tool to provide further education at
the meat case. For instance, guiding consumers on how to plan for
Thanksgiving to ensure they are purchasing the right size of whole bird
for the crowd is an added step of confidence for shoppers, Pianalto said.
For Butterball, an " always on " purpose-driven marketing platform has
proven to engage its core demographic.
" Our 'Today, we turkey' platform is directly aligned with our
company's purpose-why Butterball exists in the world-which is to help
people pass love on, " Welch said. " Our research shows that consumers
across generations are resonating with the marketing assets that
we've created. As a brand, we want to meet consumers where they are
engaging with media so we utilize a wide variety of channels such as
social media, streaming TV and audio, display, and search, depending
on the audience and occasion. We're successfully promoting our wide
array of everyday turkey products, building on the brand equity we have
established with older generations, and turning Millennials and Gen Z
consumers into Butterball fans. "
Hormel's research shows that sales rates for turkey products improve
when they are merchandised alongside similar items from other
protein-rich products..
54 - SEPTEMBER 2024
" For instance, fresh turkey burgers see a boost in sales when placed
next to fresh beef burgers, as shoppers coming in with burgers in mind
are more likely to explore nearby options, " Anderson said. " Similarly,
turkey dinner sausages and marinated tenderloins experience higher
sales when positioned near their pork counterparts, such as pork
sausages and marinated pork tenderloins and roasts. "
Packaging matters
In Butterball's recent packaging redesign, its research indicated the
readability of labels and claims was very important to consumers and
that packaging is one of the best marketing tools.
" We know over 70% of buying decisions are made in the store, and up
to one-third of those product decisions are based on packaging and first
impressions, " Welch said. " In response, we revamped how we displayed
our labels and claims information on our packaging, and added a QR
code to the package that, when scanned, will take consumers on the
specific product page at Butterball.com to view nutritional information,
as well as recipes, storage instructions and additional product varieties. "
At the end of last summer, Perdue began rolling out a graphic
refresh across its entire ground turkey portfolio to increase consumer
awareness, trial and consumption of this already fast-growing category.
Some of the key elements of the new packaging include a bold design
to catch the eye of shoppers, more relevant claims and benefits, color
coding for improved shop-ability, and end dish recommendations for
further inspiration.
" We have found that eye-catching packaging is crucial in connecting
with consumers at retail, " Smyth said.
As the turkey market continues to innovate and cater to evolving
consumer preferences, it's clear that this versatile protein is poised to
remain a staple for meals year-round, not just during the holiday season.
supermarketperimeter.com
Butterball
Butterball's everwider
product roster
aims to increased
turkey consumption
year-round.
http://www.Butterball.com http://www.supermarketperimeter.com
Supermarket Perimeter - September 2024

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