IGA, CPGS PREPARE FOR SUMMER PROMO

SARAH MULHOLLAND

EAU CLAIRE, Wis. -- Local IGA retailers have already begun preparing Center Store aisles for next month's annual Country Jam, a musical festival sponsored by IGA and participating consumer packaged goods companies.

The stores promote popular outdoor fare during the preceding weeks, Zorona Chapman, promotions manger at IGA, told SN. Manufacturer sponsors -- called Red Oval partners -- include Coca-Cola, Nabisco, Miller Brewing and Georgia Pacific. The IGA private label is also on offer.

The first promotional period ran from June 9 to June 16, Chapman said. The second promotional period will run from July 13 to July 20, corresponding with the three-day event, which begins on July 21. This is the fourth annual Country Jam hosted by IGA.

"In previous years, we didn't run the promotions in July. This year, we are targeting the campers who come for the show," she said. "We are also hoping to keep these items on display for an entire month, even if they are not being actively promoted."

Featured products include Coke Classic, Diet Coke, Miller Lite, Dasani bottled water, squeeze ketchup, Oreos, and paper napkins and towels. IGA will be offering store-brand aluminum foil, and pork and beans.

In addition to endcap displays and point-of-sale materials, many retailers coordinate with regional representatives from participating manufacturers to enhance sales.

Last year, Gordy's IGA in Chippewa Falls, Wis., moved 26,000 cases of Coke Classic in a single day, according to Chapman. The store and Coca-Cola teamed up with a local radio station to give away two front-row seats to the performance of choice, she said. "Summer promotions work well for the center aisles. They drive a lot of traffic," Chapman said.

IGA also holds an annual promotion called KidsFest in late July and early August.