Promotions & Promotional Merchandising
Los Angeles, California-based beverage and natural products company Reed's, Inc. has launched a cooperative radio advertising campaign in Southern California in partnership with Tesco's Fresh & Easy Neighborhood Market for its Reed's Ginger Brew and Virgil's Root Beer.
The radio advertisement is a 30-second spot focusing on a new in-store promotion at Fresh & Easy Neighborhood Market to support literacy. Winners get books donated to their public schools of choice.
The radio advertising campaign, which is a first for Reed's, runs October 27-November 23 on Clear Channel's Los Angeles 104.3 MYfm radio station.
Chris Reed, founder and chairman of Reed's, Inc., says he hopes the radio campaign will reach four million listeners via Clear Channel 104.3 MYfm during its nearly month-long run.
"This is the first time we will advertise our brands on the radio. We’re thrilled to be working with Fresh & Easy and Clear Channel Communications, the largest radio station owner in the U.S. for this media campaign, Reed says. "We are highlighting our relationship and a program with Fresh & Easy Neighborhood Market. Their focus on quality and freshness is a perfect fit for Reed’s and Virgil’s all natural beverages with their refreshing, delicious and wholesome great taste. We’re excited to be working with Fresh & Easy as they position themselves to become one of the top supermarket retailers in the United States."
Displays in selected Fresh & Easy stores feature the free books for school promotion, which is being touted in the Reed's/Fresh & Easy radio spot. (Listen to the spot using the link at the top.)
The free books for schools promotion ties-in with Fresh & Easy's 'Shop for Schools' program, which is currently going on in all the retailer's stores.
Reed's, Inc. brews six flavors of its Reed's Ginger Brew soda: Original, Extra, Premium, Raspberry, Cherry, and Spiced Apple. There are four varieties of Virgil’s soda's: Root Beer, Cream Soda, Black Cherry Cream Soda and Real Cola Connoisseur.
The company also makes and markets a variety of other beverages products, including: China Cola, Sonoma Sparkler, Energy Elixir, Reed’s Rx. Reed's also produces and sells Ginger Candy and Ginger Ice Cream.
Reed's Ginger Brew and Virgil's sodas were introduced in the 168 Fresh & Easy stores in California, Nevada and Arizona in August.
The cooperative radio advertising campaign, which is funded by Reed's, along with the in-store free book promotion, is a good example of leveraging external media, in this case radio, with in-store promotional merchandising, which is something we first started suggesting Tesco's Fresh & Easy needs to do on a regular basis about a year and a half ago. (See the stories linked at bottom.)
Beginning this year Fresh & Easy has been doing just that, conducting promotions, including leveraging various media sources with in-store promotional merchandising on a much greater scale than it did in 2008 and 2009, which we've noted in a number of stories in Fresh & Easy Buzz, like those linked below.
October 2, 2010: Fresh & Easy Neighborhood Market and American Express Launch October In-Store Promotion
August 2, 2010: Arizona 'Tweeps' Treasure Hunting in Fresh & Easy Neighborhood Market's Twitter-Trivia Contest
July 19, 2010: Twitter Trivia + In-Store Treasure Hunt Promo Next Up On the 2010 Promotional Hit Parade at Fresh & Easy Neighborhood Market
June 23, 2010: Integrated Retail & Twitter Wine Promotion Rates Fresh & Easy Neighborhood Market A Gold Medal
February 8, 2010: 'I Taste Therefore I Tweet': Fresh & Easy Set to Hold 'Twitter (Wine) Tasting' Tomorrow Night
April 19, 2010: Tesco's Fresh & Easy Joins Kroger Co. in Holding Earth Month-Earth Day Reusable Bag Design Contest
June 17, 2010: Fresh & Easy Neighborhood Market Picks Eight Finalists in its Reusable Bag Design Contest; Website Voting Through June 30
March 23, 2010: Fresh & Easy Kicks Off Three Week 'From Grapes to Gold Medals' Wine Promotion Tomorrow
April 25, 2010: Thousands Get 'Cheesy' at Fresh & Easy Neighborhood Market Co-Sponsored Grilled Cheese Competition in Los Angeles (Note: This promotion was initiated by a Fresh & Easy store manager.)
June 7, 2010: 'Bigmista' Hits the Stores in Fresh & Easy Neighborhood Markets' Free Barbeque Road Show
July 9, 2010: 'Bigmista' Hits the Road Again For Fresh & Easy Neighborhood Market's Free Neighborhood BBQ Road Show