Effie Case Study: ShopRite Mix-In Matchmaker Program
Program: ShopRite Mix-In Matchmaker Program
Manufacturer: Saputo Dairy Foods
Lead Agency: Partners + Napier
Award: Single-Retailer Program: Supermarkets (Silver)
Cottage cheese is considered a dying category. It’s led by private-label brands, consumers see the product as unappetizing, and since 1975 the total consumed volume of cottage cheese has dropped by more than 50%. Friendship Dairies, a premium cottage cheese brand, teamed with ShopRite to resuscitate the category by positioning it as a healthy meal replacement.
Why ShopRite? Friendship Dairies does nearly 25% of its volume at the retailer but has seen only 3% growth compared to double-digit gains at other retailers.
Working with ShopRite, Friendship Dairies created a “Mix-In Matchmaker” program that co-marketed with Bear Naked granola, Dole Wildly Nutritious Signature Blends frozen fruit, Dole Power Up Greens, Dole pineapple and ShopRite almonds to help shoppers discover combinations of healthy snacks to mix with cottage cheese.
Third-party research pointed out that consumers use snacks to fuel their day but also relieve boredom, so they’re looking to discover foods and are trying to be healthy. ShopRite and Friendship Dairies targeted shoppers with emails, weekly circulars, digital ads and social media. The strategy was to build up inspiration and drive foot traffic for a snack that shoppers may have forgotten. A ShopRite landing page acted as a hub of information and ideas like breakfast bowls and smoothies. In stores, demos worked alongside case cards and shelf signage. The retailer promised $5 off with purchase of five “Mix-in Matchmaker” products to incentivize shoppers.
The program helped build sales at ShopRite, which wanted to attract foodie shoppers who seek healthy foods to feed their families and tend to shop at competing grocers and Trader Joe’s. The “Mix-in Matchmaker” program worked as the retailer saw new purchasers of the Friendship Dairies brand rise 93%, exceeding the goal of 50%. Additionally, 60% of them performed a repeat purchase in the next month. On the landing page, nearly 40% of clicks resulted in a “Mix-in Matchmaker” item added to the shopping list, while 46% added two items.
Overall, the category growth saw a 7% bump at ShopRite.