Supermarket/Grocery

Salty and savory snack marketers tap merchandising synergies with other snack and beverage products to further the category's growth trend.

In-store media networks place ads into stores with full retailer compliance. However, navigating the range of options and the patchwork of coverage remains a challenge.

Product: Fruit & Veggie Bars
Number of displays: 15,000
P-O-P company: Denton Contracting (wire rack), Penticton, British Columbia; Karacters Design Group (other P-O-P), Vancouver, British Columbia
Distribution: Canadian supermarkets
Introduction: September 2001
Duration: Permanent
Construction: Steel, powder coated wire rack
Display set-up: Western Canada, internal salesforce; Eastern Canada, broker network

Product: Kellogg's cereal
Number of displays: 670
P-O-P companies: Americhip (production), Torrance, Calif.; Sanchez & Associates Inc. (design), Chicago
Distribution: Regional Hispanic supermarkets
Introduction: February 2002
Duration: Temporary
Construction: Audio device assembled into stock sleeve
Display set-up: Retail staff
This audio shelf talker played a five second audio clip to remind consumers about a Kellogg's contest to reunite winning families in the U.S. with relatives in Mexico.

A Study Conducted for the Coca-Cola Retailing Research Council of North America