Progressive Grocer

DEC 2016

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near future, all of its product could be 100 percent Fair Trade purchases. All in the Family With its highly visible brands, including Pom Won- derful juices, Wonderful Pistachios and Wonderful Pom Poms, e Wonderful Co., based in Los An- geles, offers a range of items that can be seamlessly cross-merchandised. "Awareness of the Pom brand is higher than ever before," says a Pom Wonderful representative. "We want to leverage this excitement and awareness of Pom and get consumers to embrace our products by reminding them about the nutritional benefits of our Pom Poms Fresh Arils through advertising, in-store displays, online promotions, PR, and cross-merchan- dising efforts across our family of products." Additionally, since Pom Poms Fresh Arils are in season for only a short period of time, creating a sense of urgency in cross-promotions can spur sales. "Pom is uniquely positioned in the produce department to cross-sell our family of products, and consumers identify packaged goods sold in produce as fresh and healthy food," notes the Pom Won- derful rep. "When Pom Poms ready-to-eat fresh pomegranate arils cross-promote with Pom 100% Juice, consumers can bundle the two products for a grab-and-go breakfast or a healthy snack." Going Bananas In an effort to convert light and medium con- sumers of bananas to frequent customers, Chiquita North America implemented two highly successful cross-promotions through its partnership with Uni- versal Studios and the sequels of two of the highest- grossing animated films in U.S. history: "Despicable Me 2" in 2013 and "Minions" in 2015. "e two campaigns were designed to drive consumer engagement and impulse buying to incite higher banana purchase frequency," explains Suyapa Mansilla, global business strategy manager for Cincinnati-based Chiquita. e campaigns were supported by a microsite, MinionsLoveBananas.com; advertising; radio; social media campaigns; and in-store POS. According to Chiquita, its retailer partners that fully executed the promotions saw an 8.3-to-11.6 percentage point advantage in volume growth per store per week over their competitive markets or control stores. PG Cross- merchandising is very important during holidays and special sporting events." —Sarah Deaton, Zespri Kiwifruit North America SA VE THE DATE

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