Boursin Cheese & Vita Salmon RETAILER SPECIFIC PROGRAM

Challenge

Create a Retailer Specific program for Boursin™ Cheese and Vita™ Smoked Salmon to enhance brand awareness, motivate trial and drive incremental sales and gain retailer support.

Strategy

A strong holiday themed promotion focused on serving delicious, unique and easy to prepare hors-d’oeuvres at home for friends and family entertaining. The primary promotional objectives were to enhance Publix support and drive incremental purchase of Boursin and Vita Nova/Lox Salmon. The goals were to convey to consumers that Boursin and Vita complement each other and that these appetizers will make entertaining easy with tasty elegant bite size treats.


Program Elements

NEWS AMERICA FREE STANDING INSERT
• 11.5 Million Circulation
• Full Page FSI Content
• Boursin™ &  Vita™ Imagery with Purchase Incentive
• Manufacturer Coupons and Recipe

PUBLIX CO-OP AD
• 4 million circulation. Joint purchase incentive
• Publix™ Exclusive Coupon Offer
• Serving Suggestion

IN-STORE DEMOS
• Sampling Products in Publix™ Stores
• Participation of Primizies™ at Demos
• In-Store Demos with Product Sampling
• Purchase Incentive Handouts

SOCIAL MEDIA SUPPORT
• Facebook, Twitter, Pinterest

Boursin™ & Vita Publix™ Specific Program
News America FSI & Publix™ Co-Op
Publix™ In-Store Demos/Sampling
Demo Counter Card, Highlighting Product
Demo Handout Recipe & Coupon