ConAgra Rolls Out Spicy Snacks

Omaha, Neb. — Seeking to capture the growing Latino market along with others who like zesty flavors in their snacks, ConAgra Foods rolled out spicy flavor extensions of its Act II microwave popcorn and Slim Jim meat stick snacks.The Act II Queso Jalapeno and Salsa Valentina flavors are already top sellers in Mexico, with the flavors included in the popcorn package as pour-over sauces. ConAgra knew that U.S. Census data has shown rapid increases in the Latino population, particularly among those under 18, while the company's own research revealed that Latina women showed fast growth in snack purchases among mothers of children under 18."We focus on the Mexican consumer because of the flavor and history of the brand in Mexico, but more importantly, leveraging the authenticity of the flavor with a broader audience looking for spicy, flavorful snacks," says Laura Puente, manager, strategic marketing for ConAgra. The campaign is also based on "a recognition that microwave popcorn has centered around butter flavors, whereas salty snacks [overall] have incorporated a broader and more diverse flavor profile."ConAgra dropped about 3.1 million FSIs in April to kick off the campaign, targeting key markets in Texas and California. Additional efforts have included a bilingual shipper with individual packs of both flavors, buy-one, get-one-free coupons to generate trial, and targeted in-store sampling in the Arizona, Los Angeles and Texas markets.The new Slim Jim Dare line extensions, launched in July, include three whimsically named flavors: "kinda hot chili pepper," "freakin' hot jalapeno," and "really freakin' hot jalapeno." Social media efforts through Facebook and Twitter include promotional efforts that offer "Secret Stash" brief cases filled with the new flavors, as well as the possibility of winning a Sony PlayStation Portable gaming system. "Through interactions with the community, as well as the media integration we have, and the new content on our redesigned website at Slimjim.com, these touchpoints are intended to drive purchase of the new Dare products," says Dan Skinner, manager, PR and social media.The face of the Slim Jim brand is "Scott," a character who engages with consumers through Facebook and YouTube. Scott was created by Edelman, the agency handling ConAgra's social media efforts. Scott's avatar was changed to incorporate the Secret Stash briefcases and video content centered around the promo.The in-store marketing effort also includes sampling opportunities for shoppers, a floorstand, a power wing display, and a countertop unit shaped to resemble a volcano that attempts to drive impulse purchases at the register, stoked by a buy-two-get-one-free offer.ConAgra for the first time used a virtual convenience store test, during which subjects "walked" through a store and reacted to the packaging. That provided researchers with "valuable shopping insights," says Skinner. "Slim Jim Dare was launched in response to the rising consumer preference for hotter, spicier snacks."Launch Creative Marketing, Chicago, designed the in-store display elements. SMP In-Store Marketing Solutions, Chattanooga, Tenn., developed the volcano countertop unit; Ideal, Chicago, handled the power wing and floorstand displays. Venables Bell & Partners, San Francisco, created digital elements, while Edelman Digital managed social media activation.

ConAgra Rolls Out Spicy Snacks

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