What’s next for food marketers? More Migration Marketing.

May 14, 2012

What’s next for food marketers? More Migration Marketing.

Foodpreneur Dom Celentano interviews product launch expert Julie Hall about a continuing trend of migration marketing, where food brands and manufacturers create products for new consumer audiences and retail channels. Recent examples highlighted include QSR chains like IHOP and Olive Garden creating supermarket grocery products. The article discusses how for food marketers, brand and product positioning is essential.

Read more about the Migration Marketing trend.


Launch Expert Julie Hall Adds 5th “P” – Participation – to the Classic 4 P’s of Marketing

April 23, 2012

The Holmes Report featured an op-ed by Schneider Associates’ EVP and Launch Expert Julie Hall about how social media is changing the way we launch new products.

Hall and Schneider Associates introduced the Most Memorable New Product Launch (MMNPL) Survey in 2002, and since then, the poll has surveyed thousands of consumers about the most memorable product launches each year, analyzed media consumption and purchasing habits, and predicted trends based on the results.

Hall highlighted one significant change in this year’s MMNPL findings: “Facebook was nowhere near the top 10 sources of information about new products – and in the span of one year, it became the third most used source of information on new product launches, jumping from 17% to 40%. And this is just Facebook.”

Based on this and other findings, Hall coined the fifth P in the product marketer’s arsenal – Participation (the original four: product, price, promotion and place). Hall insists that consumers can be engaged by “Relationship Marketing,” which allows them to interact more closely with brands and products they love. Going forward, campaigns must consist of a blend of participatory marketing through various sources of old and new, traditional and social media marketing techniques in order to succeed.

Read the full article here.

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.


Most Memorable New Product Launch Preview: Domino’s Pizza Turnaround

November 12, 2010

Patrick Richardson, Director of Integrated Marketing at Schneider Associates, presents Domino’s Pizza Turnaround. With a transparent approach to pizza-making, Domino’s listened to its customers’ complaints and pledged to enhance pizza quality, while showing customers the real ingredients that go into both its pizzas and its company.


Most Memorable New Product Launch Preview: Motorola Droid

October 26, 2010

Patrick Richardson, Director of Integrated Marketing at Schneider Associates, presents the Motorola Droid. With an innovative launch and advertising campaign, is this smart phone memorable enough to take the top spot? Check back soon and find out!


Less Is More and More is More with New KFC Double Down

October 14, 2010

 

After KFC’s Grilled Chicken became the most memorable new product launch in the 2009 MMNPL survey, marketers wondered what KFC would do next to captivate consumers’ imaginations. The answer? The Double Down sandwich.

KFC has gone “bun-less” with its latest non-traditional sandwich, which seemed more like a test market experiment or urban myth based on the early buzz it received (note the advertising touting “it’s real”). With this new sandwich, KFC answers the call for more meat, by offering “so much premium chicken that [they] didn’t have room for a bun.” Now two chicken filets (grilled or fried) hold together two pieces of bacon, and two melted slices of Monterey and pepper jack cheeses smothered in Colonel’s Sauce. For those calorie conscious consumers, the Double Down comes in at 540 calories (equivalent to some large cheeseburgers) and the grilled version is 460; but both sandwiches are low carb of course.

KFC announced the Double Down in an April press release and began offering the item in restaurants on April 12th. The Double Down was initially test marketed in Omaha, Nebraska and Providence, Rhode Island. Consumer curiosity and demand drove people to travel for miles to sample it. Online buzz in conjunction with late night talk show mentions helped the Double Down generate more interest than any other test market item in KFC history. Originally the Double Down was a limited time offer ending on May 23, 2010 – but KFC reversed course on May 19, 2010, stating the item would remain available as long as consumer demand is high.

To fuel interest after its national launch, KFC enlisted female students on college campuses to hand out coupons while wearing fitted sweatpants that had “Double Down” in large letters across their rear ends. Some questioned this marketing  strategy, but KFC’s Manager, Public Relations, Rick Maynard pointed out that KFC had only, “taken a page out of the book of some apparel companies and sororities who have promoted in this way for years.” KFC Marketing Chief John Cywinski added, “It’s an effective way to catch the attention of young men” — KFC’s key customers and the biggest fans of Double Down. Additionally, KFC is giving the “unneeded” sandwich buns plus cash donations to food banks across the country, starting with the Dare to Care Food Bank in KFC’s hometown of Louisville, Kentucky. Billboards, print ads, and comical TV commercials boosted awareness and trial.

The chain cited its popularity in overall sales, aided by consumer-posted videos of people eating the Double Down, leading to YouTube buzz and celebrity ties, including Stephen Colbert’s televised feasting. So far the campaign has worked: A KFC spokesperson reported 10 million Double Downs were sold for a total of about $50 million in revenue through mid-July.

Will this bun-less meat creation revolutionize fast food? Will we see a two-patty bun-less burger someday? More importantly, will KFC once again make the top ten of the annual MMNPL survey? Stay tuned to find out.


MMNPL Expert Panelist Elissa Elan of Nation’s Restaurant News Nominates This Year’s Top Fast Food Innovations

October 13, 2010

With intense competition in the category, fast food restaurants are going beyond just the “burger and fries” menu to offer more diverse and healthy options. Quick-service restaurants expert, Elissa Elan of Nation’s Restaurant News, has been following these new food trends and offers her nominations* for the most memorable fast food innovations of the year (product choices by Elissa, summaries compiled by the MMNPL staff).

McDonald’s Smoothies

This summer, McDonald’s vowed to “change the way you look at fruit” with its new Real Fruit Smoothies. Offered in Wild Berry and Strawberry Banana flavors, these new McCafe blends are creamy and cool, creating an entirely new fruit experience. The introduction of the sweet new smoothies and their partner, the Frappe, resulted in a jump in sales for the fast food giant, while solidifying the smoothie’s place in the restaurant world.

Subway’s Western Egg & Cheese Melt

In April, Subway joined the fast food breakfast trend with a new line of breakfast sandwiches. Served on a wheat English muffin, with black forest ham, green peppers, onions and melted cheese, the Western Egg & Cheese is a breakfast delight for less than 200 calories. Customers can mix it up with bread choices such as flatbread or French bread, and can customize their breakfasts with all the fixings Subway’s sandwich bar has to offer. With Subway restaurants now opening at 7am on weekday mornings, this sandwich king has quickly become a major player in the breakfast game.

Burger King Steakhouse XT Burger

Burger King stayed true to its name this year, with the introduction of the huge seven-ounce Steakhouse XT burger. Launched in February, the Steakhouse XT is a thick burger topped with lettuce, tomato, ketchup and mayo, with options such as cheese, bacon and crispy onions. The unique attraction of the Steakhouse XT is not, however, it’s massive size and delicious taste, but the way the burger is grilled. Burger King’s new Flex Broiler has serious grilling skills, while saving energy and reducing gas emissions, making this tasty burger environmentally friendly.

Wendy’s Garden Sensations Salads

This summer, Wendy’s revived their salad line with the return of the Garden Sensations Salads, first introduced in 2002. The salad line includes: Apple Pecan Chicken, Baja, Spicy Chicken Caesar and BLT Cobb salads. All are hand-made daily by Wendy’s, with fresh ingredients not often found in fast-food restaurants. Seasonal fruit, fresh greens, hand-made pico de gallo and crispy bacon make these salads a delicious alternative to the fast-food burger. All four salads weigh in at less than 800 calories, offering customers a healthy, high-quality and delicious menu option.

Popeyes Wicked Chicken

Introduced in May 2010, Popeyes’ new Wicked Chicken is a fun and flavorful way of offering boneless chicken. Marinated with authentic Louisiana seasonings, hand-battered and breaded in the restaurants, Wicked Chicken is wickedly good. Served crispy, twisty and curly, these thin chicken strips are delicious, affordable and perfect for dipping.

*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.

For more information on Elissa Elan, please visit out expert panel page.
For more information on upcoming MMNPL products, see our Twitter handle, @MMNPL.


Ocean Spray Makes a Splash on the Runway

October 1, 2010

Blueberries aren’t just for pies and muffins anymore. Now, thanks to Ocean Spray, this adorable little fruit is quenching thirsts and filling bellies. Launched in February ahead of the peak juice sales season, the new line of refreshing, mouth-watering and healthy Blueberry juices includes: an all-natural Blueberry Juice Cocktail, a blended Blueberry Pomegranate Juice, a refreshing Diet Blueberry Juice, and a Diet Blueberry Pomegranate Juice. As health comes to the forefront of consumer awareness, the all natural, antioxidant-rich, soda alternative is an enticing option.

The larger-than-life launch of the new blueberry juice line included a partnership with JetBlue and a four story, 24,000 lb inflatable Blueberry Cocktail bottle that was rolled onto the John F. Kennedy International runway June 15th.

As part of the promotion, giant blueberries were littered across the airport, and even the airplanes were dressed to impress with a new blueberry design. Ocean Spray Blueberry Cocktail juices were also added to the airlines’ complimentary snacks and drinks menu. The co-promotion with Jet Blue featured the “Out of the Blue Getaway” Sweepstakes staged in New York’s Greeley Square Park that was marketed through the company’s new Twitter handle. Juice lovers had an opportunity to win one of 250 prizes, including round trip flights and gift certificates from JetBlue. Printable coupons for $1 discounts also helped spur trial.

Giant blueberries aside, an extended distribution alliance between PepsiCo and Ocean Spray allowed for increased availability of this new blueberry line (previously, the partnership only included Cranberry juices). The extended alliance makes 15.2 oz. bottles available at gas stations, clubs, mass merchandisers, food service providers, grocery, and drug stores.

“Now consumers can enjoy the refreshing taste of summer-ripened blueberries year round,” said Larry Martin, vice president of marketing for Ocean Spray. The integrated campaign to raise awareness also includes TV commercials, where local Maine farmers charm American audiences with their personal promotion of the new blueberry product (Ocean Spray is an agricultural cooperative, owned by more than 600 local cranberry growers). Ocean Spray also engaged thousands of consumers with a Facebook page that offers healthy Ocean Spray recipes.

Thanks to a clever campaign, an innovative product, and of course Jet Blue’s large wingspan, the Ocean Spray Blueberry Juice line has taken flight. The new juices added to the bottom line of category-leading Ocean Spray’s most successful year ever, with $2 billion in revenue. This new product launch winner has the potential to become a permanent fixture in the Ocean Spray product line. Check back here and follow MMNPL on Twitter to see if Ocean Spray’s Blueberry line can also become a permanent fixture in this year’s Top Ten.

For more information on upcoming MMNPL products, see our Twitter handle, @MMNPL.

If you would like help planning your next launch, contact us at launch@scheinderpr.com or on Twitter @SchneiderPR.


MMNPL Expert Panelist Piera Jolly, of JollyMom.com, Nominates Memorable Products for Moms

September 27, 2010

When reviewing memorable products from the past year, it only makes sense to tap into the group responsible for more than 80% of home purchasing decisions – moms. Piera Jolly, a mother, and the founder and editor-in-chief of JollyMoms.com, is dedicated to providing useful parenting information, products and trends. Here are Piera’s nominations* for the most memorable mommy-friendly products of the year.

..

Ninja Kitchen Master Prep

The Ninja Kitchen Master is an all-in-one blender, food processor, smoothie/drink maker and mini food chopper. Launched in September 2009, the large 48oz pitcher has extreme cutting power, an interchangeable motor head and is dishwasher/microwave safe.

….

..

Why Piera chose the Ninja Master Prep: The Master Prep is one and of the most useful small kitchen appliances I have come across in a long time. It can literally replace a blender, food processor, smoothie/drink maker and mini food chopper. It can even make ice cream, snow cones and sorbets. Because it does so much, the Ninja frees up a lot of counter and cabinet space for those of us who live in small spaces. My two favorite features are the power of the dual blade and convenience of the interchangeable motor head. The Ninja Master Prep’s dual blade can take entire ice cubes and turn them into snow within seconds. The interchangeable motor head also allows you to go from job to job without cleaning anything. The Ninja Master Prep is perfect when cooking for large parties, as you can go from one meal prep job to the next within minutes. This gadget is definitely a space, time and sanity saver in the kitchen!

..

..

Barnes and Noble’s Nook

Launched October 2009, the Nook is a wireless eBook Reader with E Ink display. It is the first eBook reader with a color touch screen and Android operating system, and allows the user full access to Barnes and Noble’s eBook, newspaper, and magazine collection. The Nook also connects consumers to 3G wireless and Wi-Fi. Nook owners can also “lend” eBooks to friends through LendMe technology for fourteen days.

..

Why Piera chose the Nook: What makes the Nook better than other eBook readers is the LendMe technology, which allows readers to lend their eBooks to friends and family! Just choose the eBook you want to share and send it to your friend’s Nook, computer or hand-held device enabled with Nook software. This means that you can share books with people who don’t have a Nook–they only have to have a Nook enabled device. FREE Nook software is available for the iPhone, iPad, iPod, Android devices and PC. Couple the awesome features with a phenomenal price tag and the NOOK is definitely one of the best products of 2010!

..

Bumbleride Flite Stroller

The Flite is a new addition to the Bumbleride Stroller line. Launched February 2010, it is a lightweight and compact stroller, weighing only 13lbs with an aluminum frame. The stroller has four-wheel suspension, wider profile tires, and an ultra slim fold allowing the carriage to be stored in tight spots. It functions and feels like a larger stroller without the extra size and weight.

Why Piera chose the Bumbleride Flite: Any mom or dad that has owned a Bumbleride stroller knows they are always top notch quality. What I love about the Flite in particular is that it offers parents the most versatility and value for their money. Unlike most umbrella strollers, the Flite’s four wheel suspension and larger/wider profile tires make it a cinch to get through tight spaces, giving parents the best maneuverability. Despite its small footprint, the Flite is spacious and comfortable and really feels like a full size stroller. The best feature of all is that it can be used from infancy and up to 50 pounds making the Flite a great value! It even comes with a car seat adapter and is compatible with many of the most popular infant car seats on the market.

VTech MobiGo

The new MobiGo, introduced in February 2010, is a touch screen game console for children 3-8 years old and combines touch screen technology with early learning games to aid in skill development. Users can play interactive games, draw/color pictures and use the sliding QWERTY keyboard.

..

Why Piera chose Mobigo: The VTech MobiGo teaches a wide range of skills including math, vocabulary, spelling, logic and categorization. The MobiGo comes with one basic game called Touch & Learn, but there are also 11 other game cartridges. Plus, you can also download free games with VTechs Learning Lodge Software. The MobiGo is a great way for kids to learn while having fun!

Sport-Brella

The Sport-Brella is a beach umbrella, sun tent and rain shelter. The 9-foot wide umbrella was launched in March 2010 and protects against rain, wind and sun with SPF 50+ shade protection. The waterproof structure has side flaps, top wind vents, and side zippered windows, and also has pockets inside the protected flaps for storage.

,…

Why Piera chose the Sport-Brella: The Sport-Brella is one of the most convenient and easy-to-use products of 2010–especially for families! The Sport-Brella opens just like an umbrella and is compact just like an umbrella; however, once open the Sport-Brella has side flaps that you stake down to the ground, providing the best in both sun and weather protection. The Sport-Brella is perfect for active families who attend sporting events throughout the year. The compact size of the Sport-Brella makes it easy to just keep in the car and use whenever it’s needed. Of course, it is also great for the beach, pool, camping, and more.

..

..

H17txt with Motospeak

The H17 is a new Text-to-Speech Bluetooth headset launched at Verizon Wireless in April 2010. When paired with the application, the headset, will read text messages in real time. The user can also customize an automated response that alerts senders the user is driving.

..

..

..

Why Piera chose the H17txt with Motospeak: The H17txt with Motospeak is a bluetooth headset that actually reads text and email messages to you as they come in and tells you who sent each message. Now you can keep your eyes on the road–where they belong! The H17txt with Motospeak has many great features, but my favorite is that you can customize an automated response letting the person who just texted or emailed you know that you will respond as soon as you reach your destination. This is an awesome feature because many times we feel obligated to respond to a text message or email right away–especially if it concerns business matters. The H17txt can even translate 150 acronyms such as “lol”, “btw” and “l8r” when the text message is read aloud. With people becoming more aware of the dangers of using a cell phone while driving, the H17txt with Motospeak is a must-have for drivers not willing or able to totally give up their cell phones in the car.

..

VTech V.Reader

Launched June 2010, as the first children’s animated e-book system, the V.Reader provides children with building blocks and fun practicing skills. There are over 100 stories available with similar functions to the Kindle. It has touch-screen navigation and is designed for children 3-8 years old. It is lightweight, user-friendly and educational.

Why Piera chose the V.Reader: The V.Reader operates on a highly intuitive touch screen and it even comes with a stylus pen for kids to use. The story cartridges each come with a story and a variety of educational games designed to build reading skills. Kids will learn about reading comprehension, build their vocabulary, work on phonetics and more. Just like a book, kids “turn the page” in these animated stories either by touching the screen or with the two large buttons at the bottom of the V.Reader. In addition, during the story kids can touch the page to interact with the characters. There’s even a dictionary that will read children the definition of words in child-friendly language that kids will understand. All of these interactive features make the V.Reader highly engaging and a lot of fun for kids!

..

..

Personal Microderm System

The Personal Microderm System is a home skin treatment designed to restore and renew skin. Introduced in July 2010, this hand-held device uses aluminum oxide crystals to smooth away dead skin cells, diminishing signs of aging.

Why Piera chose the Personal Microderm:  The Personal Microderm System is basically a hand-held microdermabrasion device for the home. In a spa or dermatologists office, you would pay $100-$200 per microdermabrasion treatment, with weekly treatments for a couple of months for the best results. The Personal Microderm System uses the same aluminum oxide crystals as the $10,000 machines found at a dermatologist’s office, but for a tiny fraction of the cost. For the cost of just one trip to the dermatologist, all women can get professional results at home without having to spend a fortune.

*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.

For more information on Piera Jolly, please visit our expert panel page.

..
For more information on upcoming MMNPL products, see our Twitter handle, @MMNPL.


Expert Panelist Wayne Cunningham of CNET’s Car Tech Channel Nominates Car Launches for MMNPL Survey

September 21, 2010

This year, the technological and automotive worlds have collided more than ever, resulting in a selection of 2011 cars with abundant amenities. From wireless routers to HD radio, these cars are fully loaded and are a dream to drive.  Take a look at Wayne Cunningham’s list below, as the senior editor of CNET’s Car Tech channel makes his nominations* for the most memorable new cars of the year (product choices by Wayne, summaries compiled by MMNPL staff).

2011 Infiniti M56

With its magnetic exterior and equally elegant interior, this mid-sized luxury sedan by Infiniti offers drivers a smooth, yet invigorating, driving experience. The 2011 Infiniti M56, which hit showrooms in March, 2010, features a signature engine and Blind Spot Intervention System, making your ride both safe and powerful. With Bluetooth technology, USB connection, 9.3GB Music Box hard drive, Bose audio and Zagat restaurant guide, this new Infiniti is a driver’s dream.

……

2011 Ford Fiesta

Fiesta gets the most out of every corner, thanks to the technical precision of its finely tuned suspension. Covert aerodynamic design and critical technology such as the class-exclusive PowerShift six-speed automatic and 1.6L Ti-VCT Duratec® I4 engine give it a responsive and fuel-responsible driving experience. The Fiesta Movement previewed the US version in ’09 and sales started in summer, 2010.  Features such as front heated leather-trimmed seats, SYNC® in-car connectivity system and Intelligent Access with push-button start reinforce that Fiesta is a choice, not a compromise.

….

2011 Audi A8

With a sleek design and an elegant, wood and leather interior, the 2011 Audi A8 puts your office on wheels, starting Fall, 2010. This luxury car seamlessly integrates technology, with iPod integration, Bluetooth and HD radio, plus Audi’s exclusive drive select, allowing drivers to personalize vehicle drive characteristics. If the car’s sleek design isn’t enough, the Audi A8 is equipped with a powerful engine, going from 0-60 in just 5.7 seconds.

….

2011 Jeep Grand Cherokee

The 2011 Jeep Grand Cherokee features a sleek, modern styling that aims to make every driving moment grand. Premium craftsmanship is the car’s hallmark with soft, leather seats and leading edge technology. The Uconnect system puts the driver in control, with navigation, FLO TV, phone control, SIRIUS Radio and an in-car wireless router. The model hits showrooms in September 2010.

2011 Honda CR-Z Hybrid

The 2011 Honda CR-Z Hybrid is proof that efficient design does not have to come at the expense of beauty. The first 6-speed production hybrid offers a fun, yet functional, design with perks such as Honda Satellite-Linked Navigation, Bluetooth, driver-centric controls and a USB audio interface. Powered by a 1.5 liter i-VTEC 4-cylinder engine, the 2011 Honda CR-Z offers spirited performance rarely seen in hybrids, as well as impressive fuel-economy. Sales start late 2010.

2011 Mini Cooper Countryman

The 2011 Mini Cooper Countryman offers more power and a different driving experience as the biggest and most rugged of the Mini family. The first five-passenger Mini, the Countryman offers a spacious, yet sleek interior design. Slated to hit U.S. shores in January of 2011, this larger Mini does not disappoint.

*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.

For more information on Wayne Cunningham, please visit our expert panel page.
For more information on upcoming MMNPL products, see our Twitter handle, @MMNPL.


Expert Panelist Deborah Cassell of Candy Industry Nominates Products for MMNPL Survey

September 20, 2010

Several new and delicious candies and snacks were introduced this year. From innovative sweet and salty combinations, to revamped classics, to healthy snacks – the food industry delivered a wealth of tasty temptations. Food and candy expert, Deborah Cassell, executive editor of Candy Industry and Retail Confectioner magazines at BNP Media, gives us her picks on which 2010 treats were the most memorable* (product selections from Deborah, summaries compiled by MMNPL staff).

….

Yogi Granola Crisps

Using ingredients to support the mind, body and spirit, Yogi blended its new Granola Crisps with its signature “ancient” grains. Launched in December 2009, these crunchy, bite-sized flakes offer intrigue and the perfect amount of sweetness in three flavors: baked cinnamon raisin, fresh strawberry crunch, and mountain blueberry flax.


 

 

 

 

 

.

.

FunkyChunky’s Chip-Zel-Pop

A new addition to the FunkyChunky family in July 2010, Chip-Zel-Pop is a unique blend of sweet and salty that will leave you begging for more. This tantalizing treat features FunkyChunky’s fresh, buttery caramel corn, salty pretzels and crunchy potato chips, drizzled with rich caramel and dark, milk and white chocolates. Yumeliciousness for sure.


Popcorners by Medora Snacks

In August 2010, all-natural Popcorners changed the shape of popcorn. A delicious snack with the snap of a chip and the wholesome goodness of popcorn, Popcorners are popped with real corn and the finest all natural ingredients. With butter, kettle, sea salt and white cheddar flavors, you can satisfy your cravings and snack smartly.



………….

 

 

Newman’s Own Organics Licorice Twists

Newman’s Own introduced the first licorice twist made from organic products in August 2010. This candy is great for health-conscious consumers, as it is low in fat and sodium and contains no trans-fats or cholesterol. A healthier alternative, Newman’s Own Organics Licorice Twists come in great tasting strawberry, pomegranate, tangerine and original flavors.


Nestle Butterfinger Snackerz

The newest creation from Butterfinger is the Butterfinger Snackerz. Launched in September 2010, these bite-sized treats have a smooth, Butterfinger flavored center, topped with a peanut butter drizzle. As always, Butterfinger satisfies your taste buds with its crispy, crunchy, buttery flavor.

….

*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.

For more information on Deborah Cassell, please visit our expert panel page.

For more information on the upcoming MMNPL survey, check back regularly and follow us on twitter, @MMNPL.