The Super Bowl is one of the biggest days of the year for advertisers, and while commercials both during and leading up to the game tend to be the main focus, in-store grocery campaigns are established to encourage impulse purchases. A perfect example of this can be seen at The Fresh Market, a North Carolina-based grocer that's getting creative to push the sale of avocados leading up to The Super Bowl.
According to Dennis Payne, the senior produce category manager, the Super Bowl is the biggest day for avocado sales, prompting the grocery store to offer an immersive POS display that allows consumers to sample in-store private labels. This, according to the brand, encourages consumers to impulsively purchase the pre-made guacamole, as its the perfect treat to enjoy during the big game.
Football Game Avocado Advertising
The Fresh Market's Instore Grocery Campaign Sells Avocados
Trend Themes
1. Super Bowl In-store Advertising - Grocery stores create immersive POS displays to drive impulse purchases during the Super Bowl season.
2. In-store Private Label Sampling - Grocery stores offer in-store private label sampling to encourage consumers to purchase pre-made guacamole for Super Bowl viewing parties.
3. Avocado Sales on Super Bowl Day - Avocado sales at grocery stores increase significantly on Super Bowl day, prompting creative advertising campaigns to drive sales during this period.
Industry Implications
1. Grocery Retail - Grocery retailers can create immersive POS displays and offer in-store private label sampling to drive sales during special events and holidays.
2. Produce Supply Chain - Produce suppliers can collaborate with grocery stores to promote sales of specific products during special events, such as the Super Bowl, through creative advertising campaigns.
3. Food and Beverage Marketing - Food and beverage marketing professionals can create advertising campaigns that leverage popular holidays and events, such as the Super Bowl, to drive sales and increase brand awareness.