BERKELEY, Calif. -- The first major supermarket-supported sampling program for milk will roll out in September to approximately 1,800 Kroger, A&P, Jewel, Lucky, Supervalu and other chain stores in cooperation with the California Milk Processor Board here, creator of the Got Milk? campaign.
iry-aisle displays, consumer circular inserts and other support.
The promotion was pilot-tested last year in 457 supermarkets by Co-Options, Darien, Conn., the promotion agency that developed the goodie bag campaign under license from the CMPB. Then, more than 500,000 goodie bags were distributed to shoppers free with a gallon milk purchase. The gallon-purchase requirement enabled the campaign to target a particular group of consumers, specifically households with two or more children.
"The feedback we received from the individual store participants reflected how easy the program was to implement and the positive reaction customers had to the free gift," said Jacqui Kane, advertising assistant for Kroger's Detroit division. "Our store managers anticipate participating in the full program this September."
Last year, the goodie bags contained sample-size products and inserts from Hershey Chocolate Milk Mix, Starbucks Ice Cream, Pillsbury Cookie Dough, Hidden Valley Ranch "make it with milk" salad dressing, Nutella Hazelnut Spread, Nickelodeon Magazine and Quaker Bagged Cereals, among others.
The positive response to the pilot event has led to an expanded plan for this year, when more than five million packs will be distributed to the participating stores in September. The program is attracting brands that are made with or consumed with milk, or target families, since gallon-milk purchases skew high with households containing children.
From a marketing standpoint, "the brands get their samples into the hands of targeted consumers and a bonus of in-store and media support," said Brian Sockin, president of Co-Options. "The grocers are able to merchandise their milk section with a valuable consumer incentive."
Post-program research was conducted with Nutella following last year's pilot, according to Sockin. It showed a 75% increase in product sales in participating stores during the sampling event, as well as a sustained 25% increase the month following the promotion.
The 1999 program, in which six million packs will be given away, will include brand research analysis and a sweepstakes component for family trips to Orlando, Fla., with the Orlando Visitor's Bureau.
