Situation
Orville Redenbacher’s had an established reputation as superior quality popcorn, but didn’t generate its fair share of merchandising in stores. Trade pricing and allowances were suboptimal for gaining broad promotional support, because pricing tiers made it difficult for items to be priced or promoted as an entire line.
From a consumer standpoint, movie theater popcorn was considered to be the gold standard, and consumer testing demonstrated that Orville Redenbacher’s popcorn did indeed live up to this standard. However, consumers didn’t automatically associate the brand with the movie theater experience. Also, significant potential existed to make the brand more top of mind for consumers that were enjoying movies at home, and thereby increase consumption.
Linda managed initiatives to restructure pricing and allowances, improve merchandising and generate increased display support in high traffic locations. She led the development of brand communications to build a strong association between Orville Redenbacher’s and the movies.
Results
Efforts to improve overall promotional and display support at retail were highly effective, and, in conjunction with marketing efforts direct to consumers, generated a 70% rise in consumption. Orville Redenbacher’s exceed profit goals by 31%.Orville Redenbacher's Display Case Collateral
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