Slim Jim Grabs Key Counter Locations

Obtaining countertop placement of a product usually purchased on impulse in convenience stores is the goal of GoodMark Foods Inc. for its Slim Jim brand Giant Slim Jug promotion planned for April and May."The idea is to get countertop placement of our Slim Jim sticks," explains Andrew S. Modlin, marketing manager for GoodMark Foods. "Our product is an impulse purchase, and we need to get the product at an impulse location." Slim Jim meat sticks are often found on racks situated near drink sections of convenience stores, or near areas where other snack foods are sold. "When we can get the product near the counter, it's going to turn much faster," says Modlin.Coleman Outdoor Products, Wichita, Kan., specially produced the jug, which measures 10 inches tall and 5 inches in diameter, for GoodMark Foods. The Slim Jim logo and a four-color photo of David Green and his Slim Jim No. 44 NASCAR Busch Grand National car appear on the sides of the jug using heat transfers.GoodMark Foods has found this promotion to be successful in past years. The jug's small footprint allows for easy placement on countertops throughout the store. And according to Modlin, the current Giant Slim Jug is the first to be produced with a colored interior lining.Each red and yellow jug is packed with 48 Slim Jim Giant Slim meat sticks and shrinkwrapped. Retailers remove the shrinkwrap, use the jug as a countertop display and then take home the jug as a gift when the products sell out. "Some stores do refill, but this is primarily used as a premium so that when the 48 Slim Jims are sold, the retailer gets to take the jug home," Modlin says.Retailers pay the same price on a per-stick basis for the meat sticks as they would when the product is not on promotion, essentially obtaining the jug for free. Modlin adds: "Over 100,000" Slim Jim jugs are expected to go out during the promotion.Raleigh, N.C.-based GoodMark Foods describes itself as the nation's largest manufacturer of meat snacks. GoodMark's brands include Slim Jim meat snacks, Penrose pickled sausage, Pemmican beef jerky, Smokey Mountain beef jerky and Andy Capp's snacks.

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