Leverage foodservice tie-ins to re-awaken interest
“In August of 2011, Nutter Butter was Dairy Queen’s Blizzard of the Month. In 2012 it was a featured shake at Steak ‘n Shake. In 2013 it was featured at Krystal burgers and at Smashburger along with Haagen-Dazs shake using Nutter Butter. Finally, in 2014 it was featured at A&W in a Polar Swirls shake.”
And the takeaway? “If you have a small struggling brand with a strong, even iconic, flavor equity, but don’t have a budget to advertise or trade promote, leverage foodservice tie-ins to re-awaken interest, especially among a QSR heavy younger generation,” advises Hartman Group.
Source: Hartman Group, using Euromonitor data
