The shape of grocery advertising has changed over the past month as the sector adjusts to a new reality. The latest USDA Retail Report shows that while advertising of agri-food products is down, US retailers are increasingly using flyers, with the volume up 6%. But 13% of the surveyed stores reported having no ads specifically as a result of COVID-19.
However, what advertising there is focuses increasingly in fresh produce, perhaps reflecing the public’s specific health concerns. New York chain Tops Friendly Markets’ director of produce and floral, Jeff Cady, said, “It opened opportunity for more produce due to the fact that our supply chain is operating at a high level. We have been asked almost every week, so far, to add additional items to the front page of the ad. We work with the suppliers and guarantee supply as we always do, and then execute.”
Around 56% of all advertising was for fruit, with 40% dedicated to vegetables, and onions and potatoes comprising 3%, followed by herbs and ornamentals.
Kanzi® launches the 2015-16 season with a new consumer campaign – Kanzi® Seduce Life – which communicates the idea of seizing life” by enjoying an everyday moment of luxury, reaching the outgoing, modern and active consumer with a positive mind-set,” the company said in a press release.
“We want customers to know that buying Kanzi® apples will give them the energy and spirit they need to be successful and happy. A juicy and delicious boost for a successful day.”, said Henry Müller, CEO of GKE NV.
A new look and feel for the Kanzi® website was revealed in September and new advertising materials are ready for launch. In the Netherlands, Belgium and Germany, Kanzi® is to hold an engagement campaign, inviting consumers to share their opinion on Kanzi®. A balanced media mix combined with tastings in supermarkets, experiential marketing activities, promotions and offline advertising will be used to immerse consumers in the new Kanzi® Seduce Life universe, he said.
“We want the consumer to recognise Kanzi® as a modern and innovative brand with a high level of integrity, making outstanding apples that don’t just taste good but are ‘Fuelling your natural appetite for more’ and that will ‘Seduce Life’ for a moment.“
M&S highlights the importance of store presentation in its latest annual report.
Boasting that its marketing campaigns constantly break new ground, the UK retail chain said its ‘Adventures In…’ Food ads used new photography techniques to showcase food innovation.
If you missed the dancing fruit, bursting berries and other fancy food features, you can catch them here.