SCHAUMBURG, Ill. — Kimberly-Clark partnered with noncompeting brands for a promo aimed at educating Family Dollar shoppers that national brands are available in the store.
Excecuted last May through Labor Day, the $2 million multivendor campaign showcased Kimberly-Clark’s Scott brand as well as Hellmann’s, Glad, Kingsford, Coca-Cola, Ragu, Knorr, Fanta and other brands. Family Dollar’s Family Gourmet private label was included as well.
“We needed to bring the power of scale, and we couldn’t do it on our own, so got other CPGs involved,”Blake Boulden, director of business development and shopper marketing, Kimberly-Clark, said in a session yesterday at the Shopper Marketing Summit.
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The program is a good example of shopper marketing because it ties in with a manufacturer’s brand strategy, while meeting retailer and shopper needs, said Boulden.
While Family Dollar has broadened its food assortment, research showed consumers didn’t think of the retailer as a national brand destination.
“We wanted to build on the brand strength of Scott, and help Family Dollar communicate to consumers that it carries select national brands,” Boulden said.
Called “Spice Up Your Summer Fun,” the promotion included exclusive recipes, grilling ideas and savings tips from Family Dollar.
Kimberly-Clark added celebrity appeal by using chef Aaron McCargo as the face of the campaign. McCargo won Season 4 of “The Next Food Network Star,” and stars in Food Network’s “Big Daddy's House” show. television show.
“Aaron McCargo was a great fit because his recipes are simple fun,” said Boulden.
The promo was successful in driving Family Dollar awareness, trips and basket size, according to Boulden.
Results showed that 30% of shoppers said they visited a refrigerated food, shelf-stable or quick meal prep section of the store. That’s up from 20% prior to the campaign.
“We helped our brand growth, and share of market growth for Family Dollar,” said Boulden.
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