On your marks, get set, cluck! This week, Hy-Vee went a more unconventional, but admittedly more fun, route to piquing consumer interest. Recently, the retailer launched a new rotisserie chicken, and in honor of its debut, held a chicken eating contest for its Iowa shoppers last Saturday.
According to local news source Siouxland Proud, six contestants participated in the contest, vying for a $50 prize. While the rules of the contest were not disclosed—did contestants have to eat as many chickens as possible in a specific time frame or race to eat one rotisserie chicken the fastest?—no fowl play was reported. Each of the contestants also proved they weren’t, well, chicken, as each took to devouring two-pound rotisseries with gusto.
After the event, organizers disclosed to the news source that while this type of promotional event isn’t typical, it did prove to be a success. One event organizer, James Alger, even noted that this is one example of what makes Hy-Vee so great as a company.
Will more retailers try new promotion styles for mainstay items in the deli, dairy, bakery, and specialty foods categories? Deli Market News will continue to help you keep all your industry news-eggs in one basket.