San Francisco — Del Monte Foods teamed with Walmart last summer on a back-to-school program that the manufacturer hoped would make its brand top-of-mind with moms packing lunches for their children’s first days of the new school year. “Families with kids are basically our core business, whether it’s in a lunchbox or around the dinner table,” says Mike Malony, Del Monte senior manager of shopper marketing.
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Englewood Cliffs, N.J. — Unilever partnered with the E! network in August to help launch the manufacturer’s Dove advanced body wash formula, which promises “softer, smoother skin after a single shower.” Leveraging the cable network’s “Live from the Red Carpet” coverage prior to the Primetime Emmy Awards on Aug. 25, Unilever invited women to take a “One Shower Challenge.”
In response to expressed concerns from industry leaders about a lack of shopper marketing talent in the market, and as the Path to Purchase Institute prepares to launch the Path to Purchase Leadership University in 2015 (see box at right), Shopper Marketing this fall set out to identify how major universities are equipping their marketing students to be effective shopper marketers when they enter the workforce.