More and more, the Walmart shopper has been seeking out “fresh” food options in store. So it comes as little surprise that the frozen category had been experiencing a dip in sales. The frozen buyer was looking for innovative ways to increase category relevance, especially during key selling periods such as Lent, which is a particularly competitive timeframe for frozen seafood and a “must win” season for SeaPak. We needed to find an engaging new way to reinforce the quality, everyday relevance and simplicity of our frozen brand while also gaining incremental display space and growing baskets.
Supported by shopper insights, basket data and strategic brand fit, SeaPak and Black Box Wine joined forces to positively influence Walmart shopper behavior with a unique cross-category solution. We were determined to deliver a “triple win”: increased reach, sales and category traffic for both brands; enhanced in-store experience and bigger baskets for the retailer; and time-saving solutions at a great value for Walmart shoppers.
When Moms asked, “Can fast, delicious and nutrition-rich live in the same kitchen, even on the same plate?” our “Relax and Enjoy...Easy Meals in Minutes” campaign answered, “YES!” Together, SeaPak and Black Box delivered a unique blend of stress-reducing, quick and easy meals solutions and became her perfect pairing for Lent meal occasions. Mom got tons of inspiration for quick, easy, healthy family meals AND permission to chill. All at a low Walmart price.
Leveraging an enhanced “retailtainment” strategy, our program resulted in Walmart’s first-ever in-store wine and food sampling program. Given the unique constraints of sampling frozen products and adult beverages, we collaborated closely with Walmart’s marketing team to create their first ever “non-food” insert for Walmart’s Online Grocery Pickup Welcome Bag, an option that has since been made available to all suppliers.
Pre-shop digital banner ads targeted Walmart shoppers nationwide. Location-specific push messages drove in-store traffic to the frozen and wine aisles. Post-shop ads reached consumers who self-reported that they shop/like Walmart. And on social media, 24 retail loyalists promoted cross-category purchases and exposed 11.7 million potential customers to co-branded content.
“Best in class shopper solution.”
Walmart SVP GMM Snacks/Beverages/Candy & Impulse, Al Dominguez
Walmart’s SVP, GMM Snacks, Beverages, Candy & Impulse, mentioned the SeaPak and Black Box campaign as “best-in-class shopper solution.” These brands built category/cross-category awareness through recipe solutions, increased market basket size and drove traffic into stores and Walmart.com.
SeaPak’s topline sales represented a record Lent performance, growing margin dollars by 13% vs. YAG and total SeaPak sales by 13%.
Black Box not only achieved increased awareness, but they increased NSV by 35.8% vs. YAG, increased points of distribution 25.4% vs. YAG and drove 46.8% AMP execution, exceeding Walmart overall execution by 15.8%.
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