Welch’s, the world’s leading marketer of Concord and Niagara grape-based 
products, enlisted The Bloodhound Group to develop and execute a strategic shopper marketing program with eight of the company’s leading retail chain partners.
Launched in June, the campaign was designed to effect a short-term increase in sales and share for several of Welch’s major multi-serve SKUs at leading national retail grocery chains, including Walmart, Kroger and Publix. The program, which concluded at the end of August, achieved excellent shopper engagement and drove strong sales and purchase velocity.
Campaign strategy focused on retailer-specific shopper marketing support and incorporated implications of short-term COVID-19-driven shopping trends, such as increased online shopping and searching for incentives and deals. Activation vehicles included targeted themed emails, location-based digital banner ads, digital financial incentive coupons and at-shelf box talkers, among others. The creative highlighted product features and seasonal themes, including summer, back-to-school and holiday.
“By focusing on customer-centric solutions and the immediacy of digital media, we were able to reach and resonate with the target shoppers for Welch’s key retailers,” says Julie Stephens, BHG’s director of omnichannel marketing. “With shoppers making fewer trips to the store and relying on digital and home delivery, being omnipresent during the shopper journey is more critical than ever to maintaining and growing brand sales.”
Read more at Shopper Marketing Campaign