Page 32 - RW-june-2020-tob

MARKETING NEWS MATER NAPPIES TOPS FOR BABY CARE Mater Nappies has been named the most trusted brand in baby care among Australian parents, by securing a spot in the country’s top 10 products of the past decade. Voted by thousands of household shoppers, the “only certified Australian made, hospital-developed nappy range” has been listed among “iconic” brands including Vaseline, Berocca and Heinz, as the leading product in baby care by consumer awards company Product of the Year. Product of the Year’s top 10 products of the decade is claimed to be the world’s largest consumer-voted award for product innovation, with the aim of guiding consumers by serving as a shortcut for shoppers, saving them time and money. Mater Nappies are part of a wider maternity and baby care product range to support mums with “high-quality” and locally made products, developed by what is claimed to be Australia’s largest maternity service, Mater Mothers’ Hospitals. NORTHWEST CHERRIES FROM US ARRIVE Counter-seasonal US Northwest cherries, from Washington and Oregon states, are now in the market, having overcome challenges created by COVID-19. For almost 20 years, according to Produce Marketing Australia (PMA), Northwest cherries have been a “must-have” product for Australian retailers from June to August, as well as being a tasty counter-seasonal winter treat for consumers. Limited airfreight space, a consequence of the pandemic, has been the biggest hurdle this year. As a result, importers have had to be flexible and nimble to source product. To adjust to the situation, PMA, acting on behalf of Northwest Cherry Growers, has adopted a two-tier approach to this season’s marketing programs. A base level of activity is being undertaken with the trade (importers, wholesalers and retailers), with preparations also in place to launch quick-response activities as promotable volumes become available during June and July. “Base level activities are being concentrated on trade communication and liaison,” PMA Marketing Services Manager Mark Baker said. “This involves season updates via email, editorial and advertising in trade media publications such as Retail World, and regular contact with importers and major retailers, as a basis for scheduling quick- response promotions.” Targeted merchandising to 250 leading independent retailers has given retailers point of sale resources to support stocking cherries. At consumer level, retail promotions such as in-store sampling have been curtailed due to policies aimed at limiting the spread of COVID-19. “As a result, we have quick-response activities ready to roll out with targeted mainstream and ethnic media, such as radio advertising and social media,” Mr Baker said. KITKAT THANKS ‘NO BREAK’ HEALTH WORKERS KitKat has given more than 250,000 ‘thank you’ labelled KitKat bars to thousands of frontline healthcare staff for “working tirelessly to deliver essential care”. Nestlé Confectionery General Manager Chris O’Donnell says the donation was a gesture of gratitude to those making incredible contributions and personal sacrifices during this critical time. “Our KitKat brand has long called for people to ‘have a break’, but we know that for many, that’s not possible during this time,” he said. “To all those working in our healthcare system, the world is forever grateful to you for not having a break right now. “We’ve been moved by the commitment and hard work of our frontline healthcare workers during such challenging conditions. The strength and resilience they continue to show is humbling. We wanted to, even in a small way, say thank you and to show our support and appreciation.” The donation to hospital staff follows Nestlé’s contribution of $2 million in food products to Foodbank Australia to support vulnerable members of the community, as well as essential food items to some at-risk remote indigenous communities facing food scarcity. 30 RETAIL WORLD JUN, 2020