We Sell Seafood by the Seashore
In order to gain distribution for “new” Virginia species and increase Virginia Seafood sales we chose an unchartered route–the Virginia Waterfront. Virginia Waterfront is a tourism board with popular area destinations. Our research showed that the top markets for both were identical, so we created a mutually beneficial supermarket promotion.
Virginia Waterfront provided tickets to attractions and hotels; Virginia Seafood provided access to supermarkets and creative. (And supermarkets got a turnkey promotion.) Bright POP beach towels encouraged shoppers to sign up and to buy Virginia Seafood. Shoppers who entered the drawing became part of the database of potential visitors and were later contacted with other incentives. Stores were incentivized for merchandising, resulting in outstanding case displays.
The supermarkets were required to take at least one new Virginia Seafood product, give additional case space to Virginia Seafood and cover newspaper advertising and in-store media costs.
It was a huge success. Virginia’s seafood suppliers reported new customers and product authorizations, including 20% increase in clam sales and soft-shell crab sales up 35%. But that hardly compared to the increase in crabmeat, which was up by 100% or the finfish sales, which swam up over 300%. Retailers were ecstatic over sales and reported featured items up 90% over same period year prior.