Packaged Foods

Supermarket retailers say they are going to put a lot more effort into the "home meal replacement category. Is there an opportunity here for consumer product marketers as well?

Many high-share, low-growth brands are now using advertising to suggest new ways to use the brand or new situations in which it can be consumed.

Client: Gedney Inc., Chaska, Minn.
Product Promoted: Devil's Fire Salsa
Marketing Objective: The graphic was produced to help introduce a new product.
Producer: Modernistic Inc., St. Paul, Minn.
Distribution: Supermarkets
Materials/Process: 3M Floor-Minders material and laminate
Introduction: August 1997

Client: Jerry Johnson & Associates, Los Angeles/Sunkist Growers Inc., Sherman Oaks, Calif.
Product Promoted: Sunkist oranges
Marketing Objective: The floor graphics were used as part of a promotion and led the way to the Sunkist oranges. Displays and mobiles were also used.
Producer: Serigraph Inc., West Bend, Wis.
Distribution: Supermarkets
Quantity: 44,000
Materials/Process: Floor Graphic system - vinyl material, offset printed with an overlaminate
Introduction: January 1997

In its continuing effort to build sales in the canned mixed vegetable category, Dean Foods Vegetable Co., Green Bay, Wis., created a marketing campaign that encouraged consumers to serve Veg*All, the company's blend of seven vegetables in a light onion broth, for lunch, dinner and even breakfast. The campaign, which ran from September through December, carried the theme "Any Time is Veg*All Time." The program included a 59-case or 35-case pallet display.
Producer: Goltz & Associates, Green Bay, Wis.