What You Need to Know About Super Bowl Retail Promotions
· Copyright restraints keep retailers from promoting the Super Bowl by name. Most make general references to "the big game".
· Old El Paso, Hidden Valley and Ortega are just some of the brands showing nearly four times as many ads for Super Bowl week compared with an average week.
· For many small brands, Super Bowl week defines their year. Brands such Amoy, Cardiff Cellars, Jim's Organic and Poppers advertise more than 50% of their yearly circular ads during Super Bowl week.
· Other brands decide to go all in on FSI coupons. Newman's Own, Cape Cod Chips run their only coupons during Super Bowl week.
· Super Bowl TV ads are not coordinated with retail promotions. Many food TV spots have no connection to retail circular ads.
· Retailers downplay their private brands for the Super Bowl. Super Bowl week traditionally ranks dead last in private brand ad support.
Submitted by: Tom Pirovano, ECRM
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