Should you bundle products in your campaigns? Take a page from Conagra.
Published: April 13, 2023
Getting together a huge meal for the whole family during the holidays can be stressful. The endless meal preps and the actual cooking and serving.
To make things simpler for the harassed cook, Conagra is bundling three of its brands into one single shopper campaign, which is great for holiday meals and for making regular meal prep easy.
The Duncan Hines Epic, Gardein Stuffed Turk’y and Swanson Oven Roasters.
Gardein is known for its plant-based alternatives to meat. They have a long line-up of meat-free foods that include alternatives to actual turkey, chicken, beef and pork.
Gardein’s Stuffed Turk’y along with Duncan Hines’ dessert and veggie sides for roasting makes a great complete meal that is also easy to cook.
Conagra also places some cooking spray in its endcap displays – which is great for people who want to get all the supplies they need to cook the entire meal. This takes the pressure off – as the need to do all that prep before a meal is already taken care of.
As a part of this campaign, Conagra is doing standard retailer-specific activities like end-caps and in-store blades. Apart from this, there are some in-app offers Conagra has introduced as part of the campaign. There are also keyword-targeted ads with AllRecipes.com, Conagra’s ReadySetEat.ca recipes solution site and Instacart.
Marketing and bundled products
Bundling products can be tricky – there is a general view among customers that a brand tries to tie an inferior product with a product that performs well. This idea is further underscored when there is a discounted price thrown in as well.
On the other hand, there are several customers looking for discounts and bargains. Especially in a post-pandemic setting, where there is also the talk of a looming recession, people love a bargain.
Bundling products is also a very smart move – especially when the products are bundled meaningfully.
Bundling products together meaningfully creates value. And they buy more. It increases your sales volumes and profits over time. It encourages customers to buy more than one product at a time, which increases their cart value.
Sometimes an unfamiliar product is bundled along with something that the customers know and love. Maybe they didn’t know about the veggies side – there is a great opportunity for you to introduce them to a new product, which if they liked, would be something that they would continue to purchase!
Customers buy in order for a need to be met or to solve a problem. During the holidays, when there is particularly a huge amount of stress on the one that is to provide food for the whole jamboree, it helps when there is something like this available. There is the main hero of the meal, and the sides and even dessert – all neatly bundled together to make life easier for the one who has to toil and slave to put food on the table. A clear winner!
Placing keyword-targeted ads with AllRecipes.com, Conagra’s ReadySetEat.ca recipes solution site and Instacart are smart moves too, adding the digital aspect to an in-store situation.
The timing of this campaign is also great. This came just in time for the Easter weekend when family gets together and there is a real need for large meals. The fact that this was not just a holiday offer, but something that continues even after the Easter weekend is good – considering there will always be a need for meals and therefore, the prep for it.
And with the changes in people’s dietary preferences, and with more and more people saying no to meat and dairy, this is a great bundled offer for customers.
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