Supermarket Product Launch – B2B and B2C

SITUATION
One of the largest U.S. supermarket bag distributors acquired the North American rights to an innovative cooking bag manufactured in the UK with both B2B and B2C appeal.

PROBLEM
Getting a new product into grocery can take anywhere from six months to a year, depending on the size of the chain.  The larger the retail chain, the more protracted the decision making process.  Add to that a lack of brand identity.

The distributor was known for, and experienced in, selling low cost, high-volume commodity carrying bags: marketing the new cooking bags took them from a supply-side sale, to a retail sale requiring grocer training, and merchandising support. In addition, the bags had no brand identity.

SOLUTION
We were retained to support the marketing launch, develop all the sales support and consumer-facing POS.  We created the strategic positioning, name, logo, tag line, retailer sell-in kit, lead generating trade advertising, B2B micro site and consumer ads for the grocers.

BENEFITS
Currently, the program is being tested in dozens of independent grocery chains, in seafood departments throughout the U.S.  A handful of major supermarket chains have signed up to test the product in their stores.

For more information, contact Renee Miller at 310-442-0101 or [email protected].