Heat Up Your Hot Dog Summer Sales

Heat up your hot dog summer sales

Summer is synonymous with grilled hot dogs. They're an all-family pleaser. So why not create a meal destination center around such popular summertime fare?

For consumers craving juicy dogs, the ketchup, mustard and buns go hand-in-hand. A Hebrew National— cooler with side racks puts it all within easy reach—the summer-themed display perfectly reflects the "fun and freedom" essence of the season. And it adds high impulse to irresistible pairings:

• 86 percent of households that purchase beef hot dogs also purchase hot dog buns.1
• 77 percent of households that purchase beef hot dogs also purchase ketchup.1
• 71 percent of households that purchase beef hot dogs also purchase mustard.1

Co-merchandise and see basket rings sizzle

Research shows consumers spend 44 percent more when they buy extras with their hot dogs2:
Hot dogs only  $85.192
With buns         $92.412
With mustard  $123.322
With ketchup   $125.962

The Hebrew National cooler* makes it easy for retailers to merchandise top brands together—and for moms to quickly pick up an affordable meal solution. One side rack holds Hunt's— ketchup and Gulden's— mustard from ConAgra Foods; the other side rack holds Pepperidge Farm— buns.

Experience shows the display performs best when set near the fresh meat aisle or near charcoal and grilling supplies—magnets for shoppers with simple summertime meals in mind. Results can be powerful: Hebrew National coolers lift volume 26 percent at no price discount. And, when on display, Gulden's dollar sales jump 64 percent .3

Don't have the space or availability* for a cooler? You still can make the most of this May-September event: just place special Hunt's, Gulden's and Pepperidge Farm shippers adjacent to a refrigerated case holding Hebrew National hot dogs.

ConAgra Foods partnered with Pepperidge Farm because its high-quality buns, they taste great and hold form as people eat their topped-off hot dogs. To help drive volume, Pepperidge Farm will issue 2 million coupons offering $1 off on the purchase of Hebrew National hot dogs, Hunt's ketchup and Gulden's mustard.

*Because of the partnership with Pepperidge Farm buns, the coolers with racks are available to customers East of the Rockies, where Pepperidge Farm buns are distributed.

1 IRI, Cross-Purchase Report, TUS All Outlet 52W ending 9/26/10
2 IRI Custom Market Basket, Total U.S. food-drug-mass excluding Walmart, 52 weeks ended December 26, 2010
3 ConAgra Foods Marketing Mix Analysis, 2009

Did you know?

• 27.5 percent of beef hot dog consumers only purchase premium hotdogs1.

• Retailers that activated high-quality merchandising (with feature and display) and ran Hebrew National alongside a mainstream brand during Memorial Day 2010 sold 43 percent more volume than retailers who only featured a mainstream hot dog2.

1 IRI Consumer Decision Tree 9/08
2 IRI Consumption Data: Memorial Day 1 week ending May 30, 2010, 1 week Ending July 4, 2010

 

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