In July 2009, the Stop & Shop and Giant Landover Frozen Food Team purchased a large amount of new frozen pizza products from a number of different manufacturers. The goal was to stimulate category sales. Plans were made to bring in the new brands, reset the entire department in September, and re-launch the category in October.
C.A. Courtesy was selected to work with the Stop & Shop and Giant Landover Frozen Food Team and the manufacturers to develop an October program that would support the launch of these new brands and drive category sales.
C.A. Courtesy met with the Stop & Shop and Giant Landover team and the manufacturers to develop an October pizza month theme. This was supported by an extensive in-store demo program blanketing 300 stores every weekend in October. New products and brands were sampled each week. In order to ensure products were cooked in a consistent manner offering all consumers the best possible taste profiles,
C.A. Courtesy purchased 300 new pizza ovens for their demonstrators to use during these events. All demos were set-up to run in conjunction with major weekly ad and coupon support in order to give consumers the best taste and value opportunity.
During the four week program, C.A. Courtesy successfully executed 1,200 pizza demos across the chain for new products and brands. Total pizza category sales during October were up 42.1% in unit sales versus prior year and all of the new products and brands were viewed as having had a very successful launch.