There are a lot of products in the grocery store that sell themselves, and cheese is definitely one of them. While I don’t foresee this changing anytime soon, a few of our industry’s leading dairy marketers are making sure cheese’s status never falters now and forevermore. Dairy Farmers of Wisconsin is one company in particular that is updating its marketing approach to ensure those of us on the buy- and supply-sides are meeting consumers’ needs.
I caught up with Suzanne Fanning, CMO and Senior Vice President, and Chris Kuske Riese, Senior Channel Marketing Manager, to find out more about the company’s new Grate. Pair. Share. point-of-sale marketing strategy that’s taking the publication beyond its digital scope and into the cheese display.
“We have refreshed our retail programming to provide tools for retailers to promote Wisconsin cheese and its story via our new in-store edition of Grate. Pair. Share. People were seeing different things at retail and online, so Chris’s vision was to streamline it as a small-format brochure that graphically and content-wise looks like our digital magazine,” Suzanne shared with me. “We wanted to feature exactly what consumers have been looking for each season and holiday, while also translating the gorgeous photography and content so that retailers have the opportunity to cross merchandise and display certain cheeses and charcuterie board essentials.”
This marketing revamp of sorts sprang into action after the ladies at Dairy Farmers of Wisconsin discovered that consumers were looking for ways to shop recipes in store. And not just any recipes either. Suzanne explained that consumers want simplified recipes with few ingredients that taste good and that photograph well on their newsfeeds. This led Dairy Farmers of Wisconsinto bring these recipes to life in its in-store edition of Grate. Pair. Share., which features festive recipes from Memorial Day to Labor Day and tips and tricks for all summer entertaining needs.
“It’s so easy to online shop and consumers are taking advantage of that. As a result, we need to add something of value to consumers in-store, and we thought the Grate. Pair. Share. brochure did just that,” Chris told me. “With the new point-of-sale option, retailers can tap a new opportunity to differentiate and provide a more experiential, educational, and inspirational grocery trip for shoppers. The brochure is also a great way to get more products in carts by selling all of the items featured in the recipes—not just the cheese. Overall, it’s a really easy way to create displays that feature cheeses, jams, sausages, breads—the list goes on!”
The Grate. Pair. Share. brochures are available to retailers nationwide now! The point-of-sale material is customizable and perfect for any feature flyers and promotions retailers are launching this summer. For more information, click here.
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