Favorite Brands Offers Kraft Marshmallow Displays

Favorite Brands is launching a new floorstand for its Kraft brand marshmallows to take advantage of smaller seasonal sales spikes and to expand the options for smaller stores."This is a new approach for us," explains Denise McKinney, director of marketing for the Lincolnshire, Ill.-based food company, which purchased the Kraft branded products in September 1995. "We wanted to develop a smaller unit that medium- and small-sized stores could use as well as offer more options during bigger sales seasons."The company's biggest sales spike comes during the Thanksgiving/Christmas season, during which it offers a 20-case display that ensures product can remain stocked despite the heavy sales. But Favorite Brands has also seen smaller spikes during other holiday seasons, including Easter, Memorial Day and Independence Day.McKinney, who also worked on the account before Kraft sold it, says, "Most of our promotional dollars in the past have gone to FSIs [free-standing inserts in newspapers] and to trade dollars that our field people could work with locally. We've never had a prepacked vehicle where the unit was ready to go up in the store immediately to help facilitate display of the products during heavy sales seasons."The corrugated display measures 24 inches wide, 63 inches high with header and 18 inches deep. The basic unit can stock a variety of options, including 60 packages of the 10-ounce or 48 packages of the 16-ounce size of the traditional product, or 60 packages of the special Starmallow brand, which come in red, white and blue colors. Each display is prepacked and will feature a seasonal header.The displays were produced by Pride Container, Chicago, with the first header available to retailers beginning in April and running through June 14. It features a tie-in to s'mores, the snack made with graham crackers, milk chocolate and melted marshmallows. A separate header for the Starmallow display features a patriotic theme tied to Memorial Day and Independence Day sales. The s'mores graphics pick up from a running print campaign that began late last year in women's magazines and continues through April.This header for both brands also features a tear pad to receive a 50-cents off coupon good on the consumer's next purchase of Kraft marshmallows."We're excited about this new approach and we're anxious to see the results," McKinney says. "We think they'll do well for retailers by attracting attention and moving some volume."

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