ALERT THE MEDIA: LOW-CARB IS HERE 2004-02-02 (1)

CAROL ANGRISANI

SOLON, Ohio -- Nestle Prepared Foods Co. here is relying on in-store media to support the launch of its new low-carb Stouffer's Lean Cuisine entrees, according to Tim Imhoff, marketing manager, Nestle/Stouffer's.

Floor ads and other in-store marketing tools will be used to promote the line of 11 frozen meals, which contain between 12 and 25 grams of carbohydrates and less than 300 calories.

"In-store media is extremely important for us to create a fully integrated marketing and communication plan," Imhoff told SN

Depending on its objectives, Nestle/Stouffer's has utilized or at least tested virtually all forms of in-store media tools, according to Imhoff. "Strategically, we focus on reaching consumers through all relevant touch-points," he said.

Nestle believes the key to a successful in-store media campaign is having significant/innovative news to communicate -- and a simple and clear message to convey it.

Using in-store marketing to support a new product is critical to the success of a brand, said Paul Kramer, vice president, channel marketing group, Ryan Partnership, Wilton, Conn., a marketing services company.

"Companies that don't advertise in the store leave it up to the retailer to market their brands, and risk losing control of their brands," he said.