MINUTE RICE, LIBBYS & CARNATION PUMPKIN PIE RECIPE Cross merchandising promotion

Challenge

To create a “Dessert/Snack” program for Libby’s Pumpkin, Carnation Evaporated Milk and Minute Rice, that would be an integrated marketing program, including at store level, that targets the primary family shopper.

Strategy

Align high-consumption consumer segments with appropriate quick/easy dessert solution messaging. Provide consumers with a unique Pumpkin Rice Pudding recipe that is quick, simple, fun and healthy. Create appetizing product/recipe imagery via custom photo shoot. Consumers will love and share the Pumpkin Rice Pudding recipe with family and friends. In-Store displays with all participating brands side by side with custom header cards.

Program Elements

  • National Full Page FSI
  • In-Store themed header card displays
  • IRC burst
  • Heavy digital push via social media & email blasts, co-branded
  • Libby’s and Minute Rice websites & digital opps
Minute Rice™, Libby's™ and Carnation™ National FSI
Minute Rice™, Libby's™ and Carnation™ Custom Pumpkin Rice Pudding Recipe
Minute Rice™, Libby's™ and Carnation™ National FSI variants