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S'mores Make it Summer with WWP!

Author: Steve Holdiman
Steve HoldimanApril 24, 2014

A message to the Alliance from...
Steve Holdiman 
Senior Director, Industry Development 
Mondelez International

For the second year in a row, Red Oval Partners Mondelez International, Kraft Foods and Hershey's have united to deliver an IGA S'mores program in support of Wounded Warrior Program® (WWP). We all know how important this WWP program is to our injured service members and their families, and we are so proud to be a part of this tremendously successful IGA cause marketing program in 2014. Each of the three Red Oval Partner companies involved in the S'mores program has committed to a $10,000 donation if we can achieve our goal of 600 S'mores 1/2 or 1,200 1/4 pallets (or a blended equivalent of the two), meaning we will deliver a total donation of $30,000 for this worthy cause. Both shippers are sales-floor ready and include a "Buy 1 of each variety Save $1" coupon offer.

S'mores shippers

Why do we think this is the perfect offer for increasing your summertime sales? Because S'mores make summer fun. During summer, consumers are entertaining more, which means they frequently look to treats and desserts that are good for groups. S'mores are the quintessential American classic and nothing comes close to matching the make-your-own experience of building S'mores around a summertime campfire with family and friends. It's a ritual that can't be missed!

Also, Hershey's, Honey Maid and Jet-Puffed are all Number 1 in their respective categories—and America's preferred S'mores ingredients—so you can guarantee these power brands are ready to deliver power sales for you this summer. It's true that most of these sales are impulsive, but the odds change when they are marketed together and with a great cause behind them. And when all three products are in the shopper's cart, the average basket value increases 93 percent! 

Will you commit to helping us deliver a $30,000 incremental donation to Wounded Warrior Project in IGA's name? We have delivered in the past; we can and will deliver again in 2014. Please reach out to your Red Oval partner reps or Licensed Distribution Center with any questions concerning this program and to place your orders as soon as possible.

Remember, together we are better—and so are our wounded service members and their families when we deliver on our WWP goals for 2014!

Steve Holdiman