Traditionally, retailers have focused on the holidays for most of their annual sweet potato sales. "However, sweet potatoes have the potential for so much more across the entire calendar," says Susan Noritake, VP of Sales and Marketing at Bako Sweet. The company challenges consumers to "Sweeten Your Everyday" and puts together seasonal campaigns that inspire shoppers to put sweet potatoes in their baskets, even if they aren't on the shopping list. This year, Bako Sweet partnered with their retail customers to include Bako Sweet in their back-to-healthy-eating efforts for January. "We take the approach that sweet potatoes are like a new product, because for most of the year they are," commented Noritake. "Our goal is to get more retailers participating and continue shopper marketing, which will ultimately benefit category growth for a win-win outcome."
Rotation is secret to success
For New Year's resolution season, shoppers are looking for value-added products, something Bako Sweet specializes in. Single Sweets are a quick on-the-go application and highly popular as a nutrient-dense option for work, school, or at-home meals. "Similarly, our 3 lb. mesh bags are a hit with families who use sweet potatoes daily for snacks, sides, and entrees, as well as viral social trends like sweet potato lattes and savory waffles," shared Noritake. However, the hottest item in Bako Sweet's offering is the tray pack. "They are flying off the shelves, generating unprecedented retail sales." The most successful retailers focus on product rotation, picking one or two offerings to stand out for each promotion. "This allows shoppers to try new things and find out what works well for the individual and family needs."
Display with organic sweet potatoes, promoting Heart Health Month.
Heart Health Month
While the New Year's promotion hasn't finished yet, a new campaign is ready to launch for February, which is Heart Health Month and National Sweet Potato Month at the same time. "We collaborate with retailers to share the Heart Health story through merchandising, packaging, and an omni-channel marketing campaign. Our bright pink packaging, designed to highlight heart health benefits, is promoted across social media, local markets, and by dietitians, making it easy for consumers to connect the dots from online inspiration to in-store shopping." Additionally, heart-healthy recipes have been created, inspiring consumers to enjoy sweet potatoes in creative ways. "We aren't planning to slow down with our demand creation efforts protecting our retail partners with sales plans that inventory product for their specific needs."
One of the products featuring pink packaging for Heart Health Month are the company's 3 lb. and 5 lb. Organic and Conventional mesh bags. "These bags complement our Heart Healthy merchandising display bins and display ready cases, which showcase the American Heart Association certification, recipe ideas, and the health benefits of sweet potatoes."
Sweet Potato Toast
Results of last year's Heart Health campaign
Last year's Heart Health campaign garnered 260,866 social impressions from influencers, with 162,195 views of dedicated content. Additionally, a local television segment featuring heart health expert dietitian Veronica Rouse, RDN, reached 33,720 viewers. She shared practical tips for incorporating Bako Sweet potatoes into heart-healthy dishes, further amplifying the campaign's impact.
Participating retailers saw sales lifts of 34 percent. "While this was great for measuring the campaign, more importantly, it set them up for more success, taking those shoppers with them into Easter and summer grilling," shared Noritake. American Heart Association research finds 67 percent of consumers, including 79 percent of Millennials, recognize the Heart-Check mark, and it is proven to be the most persuasive symbol for health-conscious shoppers. "With heart health being a top priority, this is a great opportunity to highlight sweet potatoes' benefits and Bako Sweet enjoys the privilege of carrying the symbol on the packaging, helping shoppers make a healthy choice."
For more information:
Susan Noritake
Bako Sweet
Tel: (+1)-805-794-0271
sales@countrysweetproduce.com
www.bakosweet.com