Fun foods spice up October Fling
Here are tips on how retailers can tie into the season: • Emphasize 'cook once, eat twice' foods. Stews, chilies, casseroles and crock-pot meals provide the hearty fare families want as temperatures drop. These meals are proven favorites (no waste), and easier to prepare (no stress). Moms stock up on ConAgra Foods brands such as Hunt's canned tomatoes, RO*TEL canned tomatoes and chilies, Wolf chili and Marie Callender's pies—all for meals they spend less than 30 minutes actively preparing. In 2010, one supermarket staged a chain-wide October Fling promotion that generated $790,000 in incremental sales. The event's centerpiece was a shipper pallet, which featured three key elements: 1.) ConAgra Foods brands that are core to the kinds of meals moms fix this time of year; 2.) messaging about family and togetherness; and 3.) marketing materials, including take-away booklets packed with recipes, cooking tips and coupons. Cellular users also could text to receive $20 in savings, sent directly to their phones.
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Family comfort and togetherness mark October Fling. School and work routines are back on track and humming. Moms are eager to spice up family fun with foods as Halloween, football and movie-night-at-home events crowd the household calendar. ConAgra Foods' consumer research shows that, when moms shop, they're more open to fresh ideas because the season's simpler meals make cooking chores less stressful.
• Run football tailgate promotions. Grillers respond to merchandising that features multiple categories and ConAgra Foods brands, such as Hebrew National hot dogs, Gulden's mustard and Hunt's ketchup.
