In a particularly effective back-to-school merchandising strategy, Broulim’s Fresh Foods in Rigby, Idaho, enticed shoppers to “Make It A Grape School Year!” when it constructed an interactive school bus display using Welch’s grapes.
The display was built as part of a back-to-school promotional display contest sponsored by Associated Food Stores and C.H. Robinson, in which retailer members were given a three-week promotional price for Welch’s fresh grapes and were challenged to come up with a creative way to showcase the category in order to drive sales.
Employees at Broulim’s in Rigby designed the unique merchandising concept that resonated with both adult customers and their youngsters—providing a value price and promoting a healthy back-to-school snack option. Children were able interact with the display by walking through the bus while their parents shopped.
About 50 Associated Food Store retail members participated in the Welch’s grape promotion that proved successful in driving store level excitement and increasing category sales. Associated Food Stores compared category sales three weeks prior to running the promotion to the number of sales after running it and reported a 63 percent increase.
