Much like last year, 2021 has been full of uncertainty with its ever-changing Covid-related restrictions and lockdowns across the country.
While it’s difficult to predict what the coming months will hold, summer is sure to still be a time of celebration, entertaining and socialising (in whatever form that may take).
With new consumer trends and habits to address, food and beverage brands shared what retailers can expect this season in the latest issue of Retail World, along with NPD and campaign updates. Here are a few highlights.
Sanpellegrino
S.Pellegrino, according to Sanpellegrino Brand Manager Damian Giorgini, is all about togetherness, bonding around quality food and drink and sharing with close friends and family.
“All of this is done during the warmer summer months,” he says. “As such, we see our brand consumed in larger quantities by more people, leaning into the warmer months and into the festive season.
“Our loyal customer is consuming all year round, but what we see is that during time of celebrating or getting together with family and friends, new customers choose S.Pellegrino beverages as a treat or as a way of enjoying special occasions and moments with great quality, taste and elegance.”
During summer, Sanpellegrino will run digital social campaigns for its Essenza range with the hope of driving traffic to key retailers.
Beyond this strong focus on the Essenza range, Sanpellegrino has also recently launched three mixer products:
- S.Pellegrino Tonica Oakwood. A “dry, intense” tonic water with “specially selected” oak extract.
- S.Pellegrino Tonica Citrus. A “fragrant” tonic water with “hints” of lemon and orange peel.
- Sanpellgrino Ginger Beer. An “elegant” ginger beer with “delicate hints” of spice.
The launch is being supported by a 360-degree marketing campaign, including events and sponsorships, social media, PR and media, influencers, and digital activations.
Luv-a-Duck
As with other premium meats, says Luv-a-Duck Head of Sales & Marketing George Dimkin, the Australian summer represents a great sales period for duck with seasonal events such as Christmas, New Year and Lunar New Year driving purchase.
This summer, Luv-a-Duck is investing in a multimillion-dollar media campaign led by sponsorship of Channel 10’s Celebrity MasterChef to encourage Australians to enjoy duck at home, supported with further TV and print advertising, PR, social media and in-store POS.
Luv-a-Duck has also teamed up with advanced sports dietitian Simone Austin to promote how consumers can enjoy “impressive” meals with duck as part of a healthy balanced diet.
To improve their offering this upcoming season, Mr Dimkin advises retailers: “Increase product ranging and space allocation in-store through summer as consumers seek out more premium products for entertaining and shared meals for special occasions.
“[Also consider] cross promoting categories to present customers with solutions for entertaining through catalogue, POS flyers and dual ranging.”
J.C.’s Quality Foods
Consumers are looking for quick and easy entertaining solutions during summer, says J.C.’s Quality Foods Marketing Manager Jennifer Ogilvie-Grant.
“J.C.’s have a wide snacking range that suit all tastes, from mixed nuts to more adventurous flavours such as J.C.’s Quality Outback Mix,” she says.
“One of J.C.’s strengths is in creating on-trend mixes, gaining a reputation among shoppers and retailers alike for delivering delicious, crowd pleasing blends.
“J.C.’s has also just launched a new range of social snacks called J.C.’s Sesh Snacks. They’re made with social occasions in mind, playfully celebrating Aussie larrikinism with a cutting-edge pack design, and next-level snacks. So far, sales of the range have been strong, but we expect when shoppers are increasingly seeking social snacks over the summer, sales will soar even more.”
This summer, J.C.’s is promoting its Christmas and entertaining season fare with in-store POS, aiming to re-create excitement and theatre to incentivise purchase and drive sales.
The brand has also recently launched a packaging update, incorporating bright colour coding to enable easier shopper navigation and attract more shoppers to shelf and display activity.
Fry’s
The Fry Family Food Co co-founder Tammy Fry notes that plant-based food isn’t subject to seasonal trends. With consumers enjoying more barbecues throughout summer, however, plant-based offerings such as Fry’s Burger and Fish-Style products can cater to these occasions, she adds.
“With consumers preferring lighter, cooler and fresher foods during the hot weather, and the growing demand for plant-based meat alternatives, Fry’s products are enjoying increased popularity,” says Ms Fry.
“The Fry’s range offers several products that are ideal for any summer spread and quintessential summer feasts like barbecues, including plant-based burgers and sausages – everything from our Chicken-Style Burger patties to the Big Fry Burger and Boerie sausage.
“Seafood is also a favourite in most Aussie households, especially during the summer and over the Christmas holidays. Fry’s Fish-Style Fillets and Battered Vegan Prawn Style pieces are perfect for a kinder fish and chips or prawn cocktail recipe.”
For more on summer planning, check out the latest issue of Retail World.
