Background

Pickles were not growing.

Insight

About 80 percent of pickles consumed in American homes accompany a hamburger or other sandwich, but only 3 percent of all sandwiches consumed are served with pickles.

To grow pickles we have to encourage shoppers to buy them as part of their lunchbox basket.

Action

Shoppers picking up ground beef, for example, encounter the stork on in-store shelf ads near the meat section, where a speech balloon near his ample beak says, “Pro tip: Serve your burgers with a Vlasic pickle. Amateur tip: Don’t.” In another ad near the hamburger buns, he says, “Having a cookout? I suggest Vlasic pickles. Not having a cookout? Same suggestion.” And on an ad on shopping carts, he says, “Can a burger be considered perfect without a Vlasic pickle? Short answer: No. Long answer: Noooooooooooo.”

Result

Not available.

Reference

NEWMAN, A. A. (2011, April 25). Taking Pickles Out of the Afterthought Aisle. The New York Times.

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