Fresh Food

Marketing the Meat Case: Innovating the Path to Success

Stepping outside of traditional marketing pays dividends for savvy retailers
True Aussie Beef & Lamb
Shoppable recipes delivered a 5:1 ROI and a 65% lift in foot traffic at key retailers; True Aussie Beef & Lamb

As shoppers start to shift their food dollars back to foodservice, retailers have now got to use every tool to keep them engaged and cooking at home. Some of the sharpest tools in the kit are non-traditional marketing methods in the online space. That’s because the most desirable shoppers—the ones with higher income and bigger baskets, who are willing to pay for higher quality meats—are more likely to be drawn to those marketing methods. 

Especially for the meat case, here are some digitally effective marketing methods that are proven to drive sales at retail. The country-of-origin marketing group True Aussie Beef & Lamb has trialed all of these approaches, and shared their findings.

Deploying a micro-influencer “army”

Where today’s social media influencers with large and dedicated followings can be expensive to work with, deploying a large number of smaller-scale influencers can have a bigger impact on engagement and action—driving traffic and motivating purchase.  

Shoppable recipes

Shoppable recipes are cleverly placed paid digital advertisements with embedded links to e-carts for immediate purchase. With eye-catching photography and on-trend recipes to draw shoppers in, grocers are paving in the path to purchase and facilitating a frictionless customer journey. Stores get the usual impressions and e-commerce sales, but also, notably, increases in actual store foot traffic, too. 

“We’ve been thrilled with the success of our marketing trials so far, and are now looking for partners on an augmented reality trial. It’s all about bringing shoppers to the meat counter for our retail partners,” says Catherine Golding, business development manager, North America, True Aussie Beef & Lamb, “As the sustainable source of grassfed beef and the No. 1 source of quality lamb in the US, chances are Aussie product is already in your meat case—why not take advantage of the marketing boost!”

Personalized videos

These are micro-targeted video ads based on location, time and demographic, meant to reach a shopper when they’re most receptive to food and recipe content. Retailers can even adjust for the weather, showing grilling ideas only when the weather’s good. By including or connecting retailer brands and “where to buy” information with the content, retailers add a step towards purchase to an engaged shopper.

Those interested in learning more, seeing the metrics behind the programs, or partnering up with Australian Beef & Lamb should drop a line to mlateam@summitmg.com.

This post is sponsored by True Aussie Beef & Lamb

WANT BREAKING NEWS AT YOUR FINGERTIPS?

Get today’s need-to-know grocery industry intelligence. Sign up to receive texts from Winsight Grocery Business.

Trending