Shenandoah Growers' Don Helms Discusses Official Launch of That's Tasty Promotional Campaign
HARRISONBURG, VA - Shenandoah Growers has already made 2021 such an exciting year for our team at ANUK. The company first teased the launch of its That’s Tasty Living Herbs retail-ready displays in January, and has been garnering brand excitement ever since. Much to the benefit of springtime retail programs, Shenandoah has now officially launched its That’s Tasty promotional campaign, and I had the chance to chat with Don Helms, Vice President of Marketing, to get the inside scoop.
“We are on a mission to reignite the living herbs business, helping consumers make their cooking extraordinary and driving incremental sales for our retailers,” Don began. “We believe that spring 2021 is bringing a lot of fresh optimism as everyone is ready to get back to regular life. So, we wanted to do something exceptional this spring to feature our living organic basil, cilantro, parsley, mint, rosemary, and thyme. We developed a strategic, creative, integrated campaign for both our customers and the consumers that shop in their stores.”
The centerpiece of the campaign is Shenandoah’s first-ever living herb shipper, offered in both a half pallet and a 36-count display. The products are pre-packed into those displays and then shipped directly to the retailer, which maximizes efficiency for buyers. With graphics that showcase the product for shoppers, these attention-getting displays will lead to impulse purchases and generate multi-unit buys from consumers.
“We also have a multifaceted consumer marketing campaign to help shoppers add life to their food with our living herbs,” Don continued. “This is a digitally focused effort and includes highly targeted ads toward both specific consumer profiles and geographies, where we have critical mass of distribution. It also features video content and specific offers to reach the right consumer, at the right time, with the right message, ultimately driving awareness and consideration, as well as providing direct purchase opportunities.”
As Don explained, the ad campaign will help to generate interest and excitement, driving shoppers to the store to try the product for themselves. Impulse buys tend to be highly incremental, and Shenandoah expects this will produce strong year-over-year sales growth for both the grower and its retail partners.
All of this builds on Shenandoah’s investment in a back-to-basics movement, aiming to attract consumers through a common love of excellent eating experiences.
“Giving the line the prominence it deserves is important for us, and it is a valuable business for retailers that adds a lot of excitement to the category. From our perspective, it is integral to build a strong brand connection through our That's Tasty line,” Don said. “By communicating to consumers that we are the solution for creating new fresh food experiences, they will continue to turn to living herbs as a staple product. As we further build that customer relationship, these innovative solutions will drive incremental growth for all members of the supply chain.”
This campaign was created by looking deeply into consumer insights and data, allowing Shenandoah to identify where the opportunity was, and then create a unique approach to meeting this need in the marketplace. And it would seem that this extensive research has paid off, as the response to That’s Tasty has been overwhelmingly positive.
“We’ve received a very enthusiastic response from both customers and consumers. Between our high quality plants and strong distribution with our retail partners, these products are turning very quickly,” Don relayed. “We've exceeded our expectations, and reorders are already on the books.”
Buyers, what are you waiting for? Your produce department is waiting with open arms for this exciting campaign.