Field Meats
This 100-plus-year-old brand turned to NewPoint to capitalize on seasonal sales.
Ever since its horse-and-buggy days, Field Meats has built a loyal customer base by consistently delivering “Quality & Goodness You Can Trust.
When it comes to hot dogs, however, Field knows that many shoppers are fair-weather friends, literally. Sales of this backyard barbecue favorite rise and fall in direct proportion to outside temperatures.
Understandably, hot dog sales are hottest during grilling season, which is basically Memorial Day through Labor Day. To make the most of summer’s “dog days,” NewPoint created “shelf-talkers” (aka branded signs to display at the grocery-store shelf) and had them installed at some of Field’s most important retail-partners, including Houchens and Wal-Mart.
The two-sided shelf-talkers featured Field hot dogs on one side to promote sales during peak grilling season, while the other side used Field hot dogs as an introduction to Field’s full product portfolio that includes bacon, lunchmeat and more. This classic point-of-purchase marketing tactic helped Field stand out from the rest of the, well, “field” during a critical sales season and ultimately grill the competition.
Project Components:
• Shopper marketing strategy • Retailer shopper programs • In-store advertising • Shelf signage • Photography
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