Key Insights: Saputo research showed a tendency for younger people to look online for recipes, a shopper desire for freshness in Italian cheeses, and the increase in the use of fresh mozzarella in food service.
Activation: In-store events featuring a celebrity chef and food educator complement an integrated campaign featuring recipes and online engagement.
Frigo cheese is the focus of an extended in-store and digital campaign
LINCOLNSHIRE, ILL. — Saputo Inc. worked with Albertsons Cos.’ Jewel-Osco this year to stage interactive events at the grocery chain promoting the manufacturer’s Frigo cheese. Jewel has hosted several “Perfect Pairing” and “School of Flavor” events in Chicago at Kinzie on the Rocks, the retailer’s first in-store bar.
Two high-profile events involved Frigo cheese and brand spokeswoman Emily Ellyn, a celebrity chef and food educator. The TV personality and her recipes also appear in some of the promotional materials for Frigo’s “Fresh Take on the Seasons” campaign, which began in June and concludes during this holiday season.
The program is the result of Saputo executives’ search for partnerships that align with Frigo’s target audience – 25- to 54-year-old moms and their families – while offering platforms to drive awareness and increased usage occasions, says Brad Panarese, Saputo marketing manager, retail dairy. “We’re leveraging our partnerships with Emily Ellyn to drive brand awareness across the entire year with exclusive recipes, content and online engagement,” he says. “But it’s really the execution in-store with key events and promotional elements that connect the shopper to what’s being communicated online. Participating in Jewel’s events, for example, help with that while also engaging their shoppers more with their local stores.”