Brown & Haley, Gallo Team Up to Toast the Season

What better way to ring in the holidays than with bonbons and champagne? To introduce its newest line of candy, Brown & Haley has paired up with E. & J. Gallo Winery for a holiday promotion. In November and December, customers buying a bottle of Tott's champagne will also get a free on-pack box containing two Brown & Haley truffles."We did a similar promotion with Gallo for Valentine's Day and it went very well," says Nancy Sander, marketing manager for the Tacoma, Wash.-based company. The on-pack is a small cardboard box that slips over the head of the champagne bottle via two loops attached to the back. The two companies are offering retailers end-aisle or round displays, both corrugated, to showcase the products. Each has space for the champagne bottles topped with candy samples and for regular-size boxes of Brown & Haley truffles. In most states, the on-pack promotion will include a 50-cents-off coupon, which can be torn off in the store when the champagne is purchased and used as an instant rebate for a $5 full-size box of truffles.Stores that don't sell candy as part of their regular stock can choose an island, meant for displaying just the Tott's bottles with samplers attached. A decorative pole topper shaped like a champagne bucket and holding a bottle of Tott's, a truffles box, a champagne glass and holiday ribbons and wrap can be attached to any of the three displays. On each side of the bucket, Gallo advertises Tott's reasonable price: "Rated No. 1 California Champagne Under $9."The promotion will have large-scale distribution in liquor and grocery stores, drugstores and in mass merchants. Modesto, Calif.-based E. & J. Gallo designed and manufactured all the P-O-P materials in house. Sander says that Brown & Haley has high hopes for this promotion and for the new truffles in general. "It's a great product; this is a good way for us to get samples out there," she says, noting that Brown & Haley hopes the truffles will be a successful impulse gift purchase for the holidays.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Brand Watch: Splenda Embraces Trends, Occasions

Retail Radar: Walmart, Home Depot Offer Shoppable Ads