HASBROUCK HEIGHTS, N.J. -- The Eastern Dairy-Deli-Bakery Association here will launch a "Celebrate Picnic" marketing plan to coincide with the trade group's designation of June as Dairy-Deli-Bakery Month.
ound a picnic theme. This year, the sweepstakes prize will be a picnic for two in Paris.
"We've decided to designate June as Dairy-Deli-Bakery Month and keep that consistent from year to year. A picnic theme ties the three departments [deli, dairy and bakery] together well," Spira said. In previous years, EDDA had called various other months Dairy-Deli-Bakery Month to tie in with particular events. One year, October was designated Dairy-Deli-Bakery Month to tie in with EDDA's annual Taste Show and Exhibition, which is held in that month. Last year, EDDA's Dairy-Deli-Bakery Month was January, chosen in order to tie in to Super Bowl promotions, Spira said.
The purpose of the EDDA marketing is to stir up consumer interest and retail activity in supermarket dairy, deli and bakery departments.
This year's campaign, which will break in early June, targets the New York/New Jersey metro areas and includes a 12-page freestanding insert drop, a blitz of radio ads, themed in-store, point-of-sale materials, and a display competition for supermarket associates, as well as the consumer sweepstakes.
