Over the last three years, AEB has been redoubling efforts in the retail channel. One way is through major partnership promotions with complementary brands. Typically, these promotions feature a consumer offer to incentivize incremental egg purchases, along with communications both inside and outside the store, to build awareness of the offer and drive sales. We have found that these partnerships help extend the reach and impact of our own promotional efforts, while also sharing the costs among the participating brands.
Take a look at some of those partnerships:
AEB is excited to be partnering with Keebler Crackers on an Easter promotion for the third year in a row, and it’s slated to be one of the biggest programs yet. During the holiday, three million coupons for a free dozen eggs with the purchase of two Keebler brand crackers will be available to consumers. The promotion also will include thousands of in-store Easter displays with brochures showcasing egg decorating ideas and recipes. In 2014, the coupon redemption rate was six percent, well above the industry average.
AEB will also team up with Hungry Jack Hashbrowns during the key Easter time period, offering 1.6 million in-store coupons for savings on the purchase of eggs and hashbrowns. The promotion will be supported by a robust social media campaign on Pinterest, Twitter, Facebook and YouTube, and also will include a new how-to video demonstrating an easy egg and hashbrown recipe for Easter.
AEB partnered with the Florida Department of Citrus, Pillsbury and Walmart Supercenters for Buy 1 59 oz. or Larger 100% Florida Orange Juice and 1 (8 ct.) Pillsbury Grands! biscuits, and a Get a Dozen Eggs Free. This offer was communicated via an ad in Woman’s World magazine and in-store signage and recipe card tear pads.
For the second year in a row, AEB partnered with Keebler Crackers for an offer to Buy Two Keebler Crackers, Get a Dozen Free Eggs. The offer was communicated via 2.7 million instantly redeemable coupons (IRCs) on Keebler packages, in-store displays and e-newsletters. 2013’s offer earned a 7% redemption rate.
In addition, as part of AEB’s Easter outreach, coupons for $0.55 Off the Purchase of Two Dozen Eggs were offered to Incredible Egg Facebook fans. Nearly 50,000 coupons were downloaded in 24 hours.
In-store signage also appeared in 7,800 stores. Last year, AEB saw a 4 percent lift in stores with signage vs. stores without.
AEB partnered with PAAS on a joint advertorial in Parents magazine, along with in-store signage and an online video component. This partnership included digital and social initiatives that centered on Easter - as well as integration in Parents’ Mom+" App. Shelf-talkers were distributed in 250 Kroger stores nationwide.
Butterball Turkey Bacon and Arnold Sandwich Thins partnered with eggs for an offer to Buy Turkey Bacon and Sandwich Thins, Get a Dozen Free Eggs. An ad in All You magazine promoted the offer. Both Butterball Turkey Bacon and Sandwich Thins, including the Arnold, Brownberry and Oroweat products, ran an and offered on-pack IRCs.
AEB teamed up with Avocados from Mexico and Cholula Hot Sauce on a national offer of Buy 3 Avocados and 1 Hot Sauce, Get a Dozen Free Eggs. A free-standing insert (FSI) delivered promotion details to 40 million households. Other elements included in-store radio in 9,600 stores, point-of-sale signage and recipe tear pads.