Mann teams with Kraft for winter promotion
Mann teams with Kraft for winter promotion
This winter, Mann's "Broccoli Wokly" is getting a new partner: Kraft grated parmesan cheese.
Starting Jan. 28, Mann will apply 350,000 on-pack offers to save 55 cents on its "Broccoli Wokly" with the purchase of Kraft grated parmesan cheese. "Kraft wants to increase sales of grated parmesan cheese by communicating usage ideas beyond conventional Italian food such as pizza and pasta," Lorri Koster, vice president of marketing for Mann Packing Co., said in a press release. "Broccoli was identified as the number one vegetable best paired with parmesan cheese. As a result, all of the creative in the promotion is broccoli- focused."
Kraft is supporting the promotion with several consumer marketing vehicles, including FSI inserts in 20 markets, 19,000 in-store display shippers each carrying a broccoli recipe and coupon tear pad; and coupons sent to more than 3.5 million households.
The promotion is Mann's latest effort to bring center-store brands into the fast-growing fresh-cut vegetable category. Previous promotion partners were Disney, Reynolds Wrap and Campbell's Soup.
"Cross promotions work for both companies" Ms. Koster said in the press release. "We are able to generate incremental usage ideas for both our products and increase sales at the same time."
Starting Jan. 28, Mann will apply 350,000 on-pack offers to save 55 cents on its "Broccoli Wokly" with the purchase of Kraft grated parmesan cheese. "Kraft wants to increase sales of grated parmesan cheese by communicating usage ideas beyond conventional Italian food such as pizza and pasta," Lorri Koster, vice president of marketing for Mann Packing Co., said in a press release. "Broccoli was identified as the number one vegetable best paired with parmesan cheese. As a result, all of the creative in the promotion is broccoli- focused."
Kraft is supporting the promotion with several consumer marketing vehicles, including FSI inserts in 20 markets, 19,000 in-store display shippers each carrying a broccoli recipe and coupon tear pad; and coupons sent to more than 3.5 million households.
The promotion is Mann's latest effort to bring center-store brands into the fast-growing fresh-cut vegetable category. Previous promotion partners were Disney, Reynolds Wrap and Campbell's Soup.
"Cross promotions work for both companies" Ms. Koster said in the press release. "We are able to generate incremental usage ideas for both our products and increase sales at the same time."