Driving Success at the Store Shelf Sherrie Rosenblatt, VP of Marketing and Communications at Can Manufacturers Institute Doug Adams, President at Prime Consulting Group Evan Lunde, Head of Marketing, Carnation Milks & Libby’s Pumpkin at Nestle USA The Context: Who We Are Can Manufacturers Institute • Trade association of the metal and composite can manufacturing industry • Members account for more than 81% of annual domestic production of 133 billion cans • Group of agency partners managing and launching the campaign, reporting to the CMI President and member-funders 2 The Campaign • A multi-year, fully integrated national campaign • Builds on the insights from a new, comprehensive values-based consumer research • Bringing food manufacturers and retailers together to drive center store sales 3 Campaign Goals Increase purchase of canned foods by: • Inspiring key target prospects to increase usage of canned foods • Informing them of the benefits of canned foods 4 The Path to Consumption 5 Grounded in Research Key findings include: • Canned foods are a frequent and important part of Americans’ household meals –66% categorized the canned food as having a most important or major role in the meal Source: Artemis Strategy Group 6 Grounded in Research 85% of consumers include canned foods in meals weekly – 47% do so multiple times a week 63% rated the canned food as highly important to the quality of a recent meal Source: Artemis Strategy Group 7 Grounded in Research Meals involving canned foods are valued for their importance in creating a good nutritious meal, while allowing time for social interaction with the family • 75% or more identified quick, good tasting, stores easily, dependable, a favorite or • • low cost as reasons the canned food was important to the meal Quality, health and nutrition are also frequently cited reasons, with a range of 50%–71%, depending on the specific attribute A majority (81%) of the identified meal occasions were also social occasions that included spouses/significant others (56%), children (41%), extended family (17%) and friends (8%) Source: Artemis Strategy Group 8 Consumers Have Strong Positive Associations with Canned Food Source: Artemis Strategy Group 9 Crucial to Center Store Sales Nearly 1 in 5 units sold in the grocery department comes from a category dominated by can packages • The greater canned food category sells nearly 16,000 units each week out of the 85,000 units sold in the entire grocery department in the average store • 11,300 of these units leverage the iron clad technology of the metal food can Cans account for 72% of all unit sales in these categories Source: Willard Bishop SuperStudy & Can Manufacturers Institute 10 Strong Retail Metrics Cans outperform alternative packages in sales per item and for each facing 2 to 1 Canned Food Categories Avg Weekly Grocery Dept Cans Alt Packages Sales per SKU $10.66 $11.12 $5.50 3.8 5.0 2.5 Unit Sales per Facing Source: Willard Bishop SuperStudy & Can Manufacturers Institute 11 2013 Consumer Program 12 Our 2013 “Cantry” • • Multiplatform Entertainment Integration Social Media – – – – – • Facebook Pinterest YouTube Twitter parties Blogger relations Traditional Media – – – – – SMT Contributor relations Color pages Mat release Magazine outreach 13 Robust Campaign Calendar 14 Media Partnership “The Chew” • Premiered in fall 2011, replacing “All My Children” • Nationally-televised afternoon show on ABC-TV • Food/lifestyle-oriented talk show that includes cooking demos and guest participants • Hosts: Food Network’s “Iron Chef” Mario Batali, Food Network’s “Iron Chef” Michael Symon, Bravo TV’s “Top Chef” finalist Carla Hall, TLC’s “What Not To Wear” host Clinton Kelly and cookbook author Daphne Oz, daughter of Dr. Oz • Tapes in front of live studio audience in NYC • Viewers: Average 2.2MM/ episode • Show indexes well with consumers who are medium users of canned foods 15 2013 National Canned Food Month Launch Brand and Cans Get You Cooking Digital Advertising Digital Video of Full “The Chew” Segments & Sponsorship of Recipe Page “Can-Do” Consumer Cooking Contest Social Media Posts from “The Chew” “The Chew” Branded Recipes 16 The CHEW Phase Two Partnership Two On-Air Integrations Substantial ABC Online Presence Suite of “Promercial” Content Babble.com Blogger Partnership 21 Our Canifesto We Can and We Will! We at Cans Get You Cooking are inspired by the role of the can in helping consumers to achieve success in their relentless quest to get a homemade meal on the table for their family, day in and day out, without compromise. We understand that success is found in fulfillment of the desire to do what’s best for oneself and ones family, while recognizing the realities of everyday life. We and our partners are on a mission to enable them to achieve that success. With the information and inspiration and permission we provide, they CAN get a healthy homemade meal on the table more often, and they CAN feel good about that meal! 18 Building Collaboration & Partnership 19 A Collaboration Catalyst Aligning our efforts to start a chain reaction at retail Retailers 20 Why Nestle is a Proud Partner with CMI and CGYC • Carnation Milks and Libby’s Pumpkin are iconic brands with a long standing tradition of trusted foods delivered in a can • The efforts of CMI allow us bring awareness to the great things cans do to make our products safe and healthy for consumers • We could not do this type of communication on our limited budgets, this type of partnership allows us to 21 A Collaboration Catalyst • Consumer insights and messaging • National, multi-channel marketing and PR Retailers • Registered dieticians support tools • Social media support • Retailer support program 22 Consumer Outreach Already Working for Nestle • Ongoing Connection through • Satellite Media Tour (Feb. -13MM impressions) • - coupon giveaways (May -21MM impressions) • BlogHer Convention (August) • Canbassador Outreach (August) • MAT Release to over 400 news outlets October - Pumpkin Chili Mexicana 23 A Collaboration Catalyst • Brings Brand, Marketing and Sales teams together Retailers • Enhances retailer programs • Integrates campaign messaging, assets, and activities in brand programs 24 Leverage Shopper Marketing Insights and Execution • Leverage our strength in this area with retailers to build bigger and better promotions. We are proud to partner with CMI and the Cans Get You Cooking program to drive center of store sales. • Retailers are looking for ways to reinvigorate the center of store and this is a partnership that can help them do that 25 Leverage Cans Get You Cooking In Store • Leverage the Campaign on in-store display executions • Encourage retailers to leverage the Cans Get You Cooking communication in ad 26 Building Industry Collaboration 27 Partnerships with Many Brands and Manufacturers Retail Activation Strategy Employ a two-pronged strategy that ultimately translates to year-long support for canned food products by optimizing retailers’ planned promotional calendars, combining: • Expand on-going, baseline activity to create consistent presence and pressure to raise the base, on canned food volume levels. + • Create retailer-exclusive, thematic big events during key promotional windows to elevate the peaks on canned food volume levels…“How High Is Up?” 2013 Oct Calendar Example 2014 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep On-Line Recipes/Meal Solutions Holiday Events Stock Up Event Stock Up Event Stock Up Event 29 Retailer Engagement (thus far) APPTS BEING SET IN-PROGRESS CONFIRMED Retailer Retailer A Stores Name 484 Vehicle Messaging More Activity Lead Partner Brands * Full Page Ad; Pallet & End Cap Displays; Digital and Other Social Media X Yes Retailer B 205 Retailer C 247 Lobby & End Cap Displays for Feb; Digital & Social Media X Likely Retailer D 850 Ad & Displays; Some Social Media XS Likely Retailer E 124 TBD Magazine Features JanMar; possible Display event for Feb Some Likely TBD Retailer F >400 TBD Pallet/ End Cap Displays; Social Media Likely Likely TBD Retailer G 2400 Pallet/ End Cap Displays Likely Likely Your Chain TBD Customized for You and Your Shoppers TBD Yes TBD TBD TBD You Pick the Brands * 4 Products 31 In-store Retail Activation Retail activation plan could incorporate multiple layers of sales and marketing support: – Include private label and multiple branded products – Extend to multiple retail locations – Incorporate displays with campaign POS • Focus on pallet/ modular displays – Advertising opportunities • Significant ad presence • Integrate into retailer digital media and website 31 Summary • We have a common goal and the opportunity for a mutually beneficial partnership to fuel center store sales. • Capture the opportunity to grow canned food volume on two fronts: – Raise the base volume levels throughout the year – Elevate the peaks with big events in key promotional windows 32 How Can You Participate? Get new research insights, registered dietician tool kits, and more at: www.cansgetyoucooking.com and learn more about 2014 plans by contacting: Sherrie Rosenblatt, VP of Marketing Can Manufacturers Institute 202-232-4677 [email protected] Doug Adams [email protected] 847-945-1155 33