Holiday Promotion 2015
Logistics, Merchandising, Sampling, Holiday Promotion
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As the Retail Marketing Manager, I worked closely with a graphic and packaging designer to create an engaging scratch-and-sniff booklet for our independent pet retailers. The booklet featured a playful story about a pup eager to get its paws on the delicious holiday dishes their humans were preparing. It included scratch-and-sniff spots that matched the ingredients in The Honest Kitchen’s pet foods, allowing customers to interact with the product. The booklet also contained a front pocket with samples of The Honest Kitchen products, and a bounce-back coupon on the back for their first purchase of a full-size product, available in-store only.
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This campaign was especially important from a public relations perspective, as the brand had been facing some challenges with independent retailers due to the success of The Honest Kitchen's direct-to-consumer web sales and Amazon presence. The booklet and accompanying materials helped reconnect with these important partners.
In addition to the booklet, we created a 4.5-foot pop-up display that mirrored the holiday illustrations in the booklet, resembling a festive Christmas tree. We sent samples, booklets, and displays through various distributor channels and directly to select stores. I handled the logistics, and my team ensured that all materials were delivered and set up in over 500 stores nationwide.
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The campaign was a huge success. In December, sales of The Honest Kitchen products increased by 25% at participating independent pet stores, with the sales lift sustained throughout the first and second quarters of the following year.
This campaign remains a standout moment in my career, as it perfectly combined design, marketing, sales, merchandising, and logistics into a unified and impactful effort. It created a feel-good moment for both the brand and our retail partners, all while emphasizing pet health and nutrition. I'm incredibly proud of the success we achieved.
