January 2015 Back to School Launch SummaryJanuary 2, 2015

2015
January Back-To-School
Launch Summary
SLAD 227
Jan 2015 Lance Back-To-School
Overview
January Back to School is Lance’s opportunity to re-engage consumers with the
brand and reignite volume for a strong start to 2015.
Components include:
• New, Simplified Packaging
•
Larger window and simplified sleeve design to provide more visibility to
crackers inside
• In-store Thematic Display and Shelf Banners
•
•
Hutch and school bus display options
Shelf banners in 9,000 Grocery stores and Walmart stores
• National FSI – 1/11/15
•
$1 off 1 package of Lance homepack
• Radio Advertising
•
•
Leveraging “I got Lance in a New Box” campaign
Continuing to drive awareness of packaging transition
• Strong Consumer Value Offers
•
Catalina couponing
2
Lance HP Hutch Display
22 5/8”W X 15 ”D X 58 ”H
601080
Order 35 Cases For A Full
Pallet
Lance Retail School Bus Lobby Display
Lance brand offers a School Bus lobby kit for same
timeframe.
This kit will align to fit our current hutch display shown on
previous page.
This kit will also include updated Graphics with BTS
Sweepstakes thematic.
School Bus POS Kit : 601114
• Please use hutch display with this kit
• Requires minimum of 4 hutch displays and can be
expanded.
Hutch Options:
Hutch Display
601080 – HP Hutch design
All POS orders due to JDE by Oct 31 for
School Bus Displays.
601114 – 2013 SCHOOL BUS KIT
1 Kit per Case
New Packaging In Market January, 2015
New Carton &
New Sleeve
•
•
•
•
•
No Changes to item numbers or UPC’s
Simplify
Product Name
Same Great Taste
Larger Window: Show
More Food
Clear # of Packs in
carton
Radio Campaign
• On-Air January 2015
• Expanding to include
more market areas
• Final list of markets
TBD
Lance consumers respond to
radio advertising…
NEW
Couponing
FSI
Catalina
Available in Most Retailers
Starts January 12, 2015
$1.00
Drops: January 11, 2015
$1.00 on 1
35MM Circulation

Shortens Purchase Cycle by

Trading Up Consumers; thereby

Locking out competitive purchase &

Driving Incremental Volume
Shelf Banner
In Store
January 2015*
9,000 Grocery Retail Stores
3,000 Walmart Retail Stores
*Placed by News America Marketing; dates subject to change

Communicates new graphics

Draws attention to shelf and Lance SWC set

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