EDDA UNVEILS MARKETING PLAN

ROSEANNE HARPER

HASBROUCK HEIGHTS, N.J. -- The Eastern Dairy-Deli-Bakery Association has unveiled a marketing plan for this year that will include a celebrity and incentives for active retailer participation.

The plan will be announced next month to the consumer press once the celebrity has been selected.

EDDA has for the past several years implemented a marketing plan, involving manufacturers, to boost sales of dairy, deli and bakery products in supermarkets and specialty stores. It skipped 1993, however, to use the time to plan a more extensive program than in the past, said Marvin Spira, the association's executive director.

As in past years, the plan will include a freestanding insert coupon drop in October, which EDDA has called Dairy-Deli-Bakery Month for years. But the new effort will put the spotlight on in-store dairy, deli and bakery departments all year, Spira added. "We'll build up to October as dairy-deli-bakery month throughout the months prior to it," Spira said.

While the selection of a celebrity has not been completed, it will be someone nationally known who has some relationship to the food industry. In 1992, EDDA enlisted Ed Koch, former mayor of New York City, as a one-time spokesman to kick off the association's annual October focus on the industry, which is highlighted by its Taste Show and Exhibition. But this year, the celebrity will make at least eight to 10 personal appearances on behalf of EDDA and will attend the Taste Show and Exhibition, scheduled this year for Oct. 19 and 20 in Edison, N.J.

EDDA also is making an effort to get more active retailer participation. "We have a whole lot of cash and vacation prizes this year as incentives for retailers to get involved," Spira said. "We'll be staying in closer touch with them along the way, having photos taken of displays, and coordinating things between retailers and manufacturers," Spira said. "Our public relations firm will handle much of that for us. They'll be involved in keeping in touch with retailers," he added.

"We want there to be a constant reminder that October is Dairy-Deli-Bakery Month. We want to build up to it and actually have attention paid to it even after October. "The aftermath will be as important as any part of it because we'll measure the program's success in terms of sales," Spira said.

He added that in 1995 EDDA's marketing plan will include even more year-round attention to dairy, deli and bakery departments. "We'll designate a month for each of the departments in addition to continuing to have October as dairy-deli-bakery month," he said.