Progressive Grocer

MAR 2017

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certain dressings and dips can be paired with a variety of foods, it helps our guests understand the versatility of the dips and dressings, and encour- ages them to explore their own favorite way to incorporate the dip or dressing into their weekly meal plan," she observes. Seasonal promotions for refrigerated dressings and dips help, too, and offer an opportunity for grocers to brainstorm new ways to push prod- ucts with their supplier partners. Litehouse, for instance, created a highly effective retail campaign around football season, Bring on the Heat, which featured Litehouse Blue Cheese and Homestyle Ranch as the "perfect cool dip complement to hot wings," according to Balfanz. "We created an integrated marketing campaign that included on-shelf promotion, on-pack instantly redeemable coupons, in-store signage and POS materials, and secondary-display support," she says. "In addition, consumers could enter a sweepstakes for a football party-in-a-box when they voted for their favorite dip. … We amplified the promotion by reaching out to our 400,000-plus Facebook fans and across our other digital platforms." And whether it's a dressing or dip — or even a sauce or condiment — versatility can be a boon for sales. Nearly three-quarters of U.S. consum- ers use condiments and dressings as a dip, while 68 percent use them with a snack, Mintel notes. Meanwhile, 60 percent mix condiments and/or dressings together, while 73 percent add their own seasonings or ingredients. Hybrid products could be important for grabbing shoppers' attention. But food retailers looking to sell more refrigerated dips and dressings also might find it easier to simply select products for their shelves that lend themselves to customization, or marketing these items as creative outlets, possibly even with other condiments and sauces. PG Whether through promoting the product on its own or featuring it in a recipe and showing how certain dressings and dips can be paired with a variety of foods, it helps our guests understand the versatility of the dips and dressings, and encourages them to explore their own favorite way to incorporate the dip or dressing into their weekly meal plan." —Brittany Nikolich, Festival Foods

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