NEW YORK -- Eating Well magazine brought its Swift and Simple food display in-store last month in a cooking demonstration and sample giveaway at Kings Super Markets' unit in Creskil, N.J.
In keeping with the season, Eating Well set up a picnic display where a local chef prepared foods and recipes featured in the May issue, using the ingredients of the promotion's 10 sponsors. Gift bags containing coupons and product samples were given away to the first 500 shoppers.
The brand sponsors included Mori-Nu Silken Lite Tofu, Crystal Light, The Pork Board, Maille Mustard, Tropicana, Lipton Recipe Secret Soup Mix, Wishbone Dressing, Lipton Recipe Secret Potato Mix and Kraft Free Singles. Many products will be cooked in a microwave by Sharp Electronics, the promotion's tenth sponsor.
As the "Swift and Simple" name implies, Eating Well is re-educating people's palates to eat healthy foods while on the run, according to Pam Madden, promotion director. "Tofu pie, for instance, is something that most people never think of making," said Madden. "But it really is good, and you'd be surprised at the number of people who say they're going to make it at home after they taste it here."
Publisher and Editorial Director Scott Mowbray calls in-store events the backbone of Eating Well's merchandising program.
"In-store demonstrations are really concrete events that move products. Supermarket events like these get customers to buy products right then and there," he said. "They're hands-on and taste-oriented."
Eating Well has done other theme demonstrations in the past under the umbrellas of "Healthy Table," "Great American Breakfast" and "Great American Picnic." The magazine is planning more demonstrations at Winn-Dixie supermarkets in Atlanta in July, Winn-Dixie in Charlotte in November and December, and at Albertson's in January 1996.