Nikos Tries to Win with 'Biggest Loser'

Richfield, Wis. — DCI Cheese Co. leveraged a partnership with NBC reality show "The Biggest Loser" to stand out in the deli aisle and communicate the health benefits of eating lower-fat, lower-calorie feta cheese. The two-month campaign for Nikos feta, ending April 30, comprised in-store and digital elements (including social media and mobile) as well as a sweepstakes."There is a lot of competition and tooth-and-nail fighting for attention in the feta category," says Katie Jury, Nikos marketing manager, adding that the brand rolls out a health-focused campaign every year, usually post-holiday when consumers are most attuned to losing weight.Nikos encouraged consumers to work toward their weight loss goals by accessing a variety of healthy living tips and recipes available at Nikosfeta.com. Promotional tools such as coupons, shelf talkers, tear pads, QR codes, Facebook, Pinterest, TV spots and YouTube worked in tandem to "hit consumers over the head with this promotion across every consumer touchpoint," Jury says. "Point-of-purchase signage helps cut the clutter of SKUs swarming the deli aisles, communicates our instant in-store savings and online promotions, and is very effective for promoting a sweepstakes."The sweepstakes awarded a one-week stay in one of four The Biggest Loser Resorts in the United States. Previously, Nikos promotions including a sweepstakes "generated sales increases of up to 25%," Jury says. "This campaign's association with a well-known name like 'The Biggest Loser' is an especially strategic advantage for the brand."The in-store materials flagged Nikos feta in the deli aisles of about 2,000 stores nationwide, including Cub Foods, Tops, Shaw's, ShopRite, Big Y, SaveMart and Nayyarsons. Shoppers could retrieve sweepstakes take-ones and cents-off coupons from the shelf talkers, and scan QR codes to connect directly to the Nikos website. The site also links to Pinterest, the brand's Facebook page and to YouTube, where consumers can view a video about the health benefits of feta cheese, the Nikos brand and the sweepstakes. The video originally aired on an episode of syndicated TV show "The Daily Buzz" in late February.The campaign was conceived, designed and fulfilled in-house by DCI Cheese Co. The Printery, New Berlin, Wis., handled the printing and production of the in-store elements.Metrics for the campaign will include sales lift and coupon redemption.

Nikos Tries to Win with 'Biggest Loser'

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