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Trader Joe's Finds a Sweet Spot With Private Label Pie Contest

March 17, 2011
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Monrovia, Calif.-based Trader Joe’s launch of its private brand pie contest should be a winner for it, an idea other retailers might mimic, Liz Crawford, senior vice president, business and communications strategy with Purchase, N.Y.-based Mars, a shopper marketing agency, tells PLBuyer.


Monrovia, Calif.-based Trader Joe’s launch of its private brand pie contest should be a winner for it, an idea other retailers might mimic, Liz Crawford, senior vice president, business and communications strategy with Purchase, N.Y.-based Mars, a shopper marketing agency, tells PLBuyer.
 
“The reason it works is first, the retailer has the appropriate demographics in its traffic to make this an interesting promotion for its shoppers,” she says. “Secondly, encouraging shoppers to buy more of its private label products is smart business. Every retailer is looking to increase basket size. Also, the crowd sourcing aspect of the recipe promotion is in perfect alignment with its brand.”
 
The 2011 HiiP (Highly innovative ingredient Pairing) recipe showdown involves contestants creating a pie recipe with up to five Trader Joe’s products, (binders such as salt, pepper, butter and cooking oil, don’t count), that takes 20 minutes or less to prepare (not counting baking time). Alcohol is not allowed as an ingredient.

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