Retail Advertising Strategy, B2C + B2B

Company Weber Sauces, Seasonings & Marinades / Sector CPG Manufactured Processed Food

B2B Expands Distribution, B2C Increases Trial, Sales Up ⇧ 12%

by Christopher Vickers, Atlanta-based Brand, Advertising + Content Marketing & Communications Strategist & Creator

Background The U.S. market for sauces and seasonings is dynamic and competitive, and new products - including ethnic, fair-trade, private label, premium and organic - appear on store shelves frequently. Our challenge was to grow sales of Weber's young line of newer products among a variety of mature very popular deep-pocketed competitors.

Opportunity Research revealed three basic types of grillers: “Casual Grillers” (typically grill once a month) "Grilling Enthusiasts” (grill 3-4 times/month) and “Grill Masters” (grill frequently, mostly on weekends).

Despite their differences, all three types of grillers want to enhance their grilled food flavor. Based on its heritage only Weber seasonings could credibly claim best-in-class grilling experiences. Weber’s grilling origins and product line is a unique, relevant and compelling point of difference.

Approach  We developed a variety of elements including paid display, point-of-purchase, FSIs, retail trade, sales collateral and more to promote Weber's culinary grilling sauces, marinades & seasonings to retailers and consumers.

Outcome  Retailer distribution of the new line of sauces & seasonings was lower than expected – only 80% of goal. But among retailers which distributed, consumer sales goals were surpassed by 15%. Combined sales of both existing sauce and new seasoning product lines grew 12% year over year, surpassing goal.

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