Case Study #2

Background

In February 2010, the Stop & Shop and Giant Landover Frozen Food Team purchased a large amount of new frozen ice cream products across a number of manufacturers in order to prepare and stimulate category sales for the upcoming Summer selling season. Plans were made to bring in the new brands, reset the entire department in March, and re-launch the category in June.

Challenge

C.A. Courtesy was selected to work with the Stop & Shop and Giant Landover Frozen Food Team and the manufacturers to help develop a July ice cream program that would support the launch of these new brands. The goals of the program were to increase consumer awareness of ice cream variety, create in store excitement and trial, drive category sales, and provide additional value to their customers.

Solution

C.A. Courtesy met with the Stop & Shop and Giant Landover team and the ice cream manufacturers to implement a plan showcasing the new variety of ice cream brands and products. C.A. Courtesy developed a “Get the Scoop this Summer” theme to support the plan. Manufacturers were offered a discounted demo opportunity in 300 stores each weekend in July. C.A. Courtesy developed different recipe options for each manufacturer to participate in which included Ice Cream Sundaes, Ice Cream Floats, Ice Cream Sandwiches, and Ice Cream Yogurt Smoothies. Additional branded supplies and products were solicited to round out the program and recipes each week. A special “Get the Scoop this Summer” 8-page, full color coupon book was produced showcasing each recipe with $1.00 off coupons on every participating brand. All weekly demo events were scheduled to run in conjunction with each brand's ad weeks to maximize value and sales potential.

Results

During the month of July, C.A. Courtesy successfully executed 1,200 Ice Cream Sampling Events across the chain. Over 300,000 “Get the Scoop this Summer” recipe and coupon books were distributed during the month. Total ice cream category sales during July at Stop & Shop and Giant Landover were up 23.6% versus prior year.

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