In-store promotions set to catapult General Mills product sales

Consumers across selected retail outlets in South Africa will be given the opportunity to sample premium products from General Mills as part of an extensive in-store promotions campaign to increase consumer awareness and help boost sales. Products on promotion include Häagen-Dazs ice cream, Nature Valley granola bars, Pillsbury muffins and Old El Paso Mexican food.

During April 2008, in-store promotions and point of sale campaigns will be taking place at top end Pick ‘n Pay, Checkers, and Spar retail stores. Consumers will be able to savour the delicious, easy to prepare Pillsbury muffins and take part in a fiesta when they sample the new Old El Paso Hard ‘n Soft Taco Kit. Those with an active lifestyle will be able to get a taste of the healthy Nature Valley granola bars that are a perfect go anywhere food - ideal to take on the golf course, to the gym, on a bike ride, or wherever a quick fuel up is needed. Consumers who reside in Cape Town can indulge in samples of the new Häagen-Dazs ice cream summer flavours and products.

Fungayi T. Kapungu, Senior Brand Manager at General Mills, explains: “No matter how well-known a brand is, it’s always important to repeatedly connect with the consumers to get fresh insight. These promotions provide valuable feedback on how well a product is doing and more information about what consumers require.”

Consumers will be offered incentives, such as “buy one, get one free” specials and gifts, including stress balls and key rings. Attractive promotional displays and friendly interaction between the promoters and consumers will also be key factors in the success of the in-store promotions.

In the case of Pillsbury in-store campaigns, the iconic Pillsbury Doughboy always grabs the attention of both adults and children. “The Pillsbury Doughboy always has a positive effect on the sales volume of Pillsbury muffins,” explains Kapungu. “His appearances add a level of entertainment and fun, so he will certainly be present at our current and future in-store promotions.”

The Häagen-Dazs promotion, in retail stores in Cape Town, will offer free samples of its latest flavours and products. Consumers can enjoy tastings of its new flavours, such as Strawberries and Cream and Summer Berries and Cream. Consumers who buy any two pints of Häagen-Dazs receive a complementary Häagen-Dazs collector’s ice cream bowl.

“The Häagen-Dazs in-store promotion always does remarkably well because the ice cream is simply irresistible”, explains Kapungu. “Part of our goal is to remind consumers that our delicious ice cream is available not only at our Häagen-Dazs Shops, but also at these selected retail outlets where they shop on a regular basis.”

“We’ve also discovered, through our in-store promotions, that Nature Valley granola bars are becoming an increasingly recognisable brand among consumers in South Africa,” says Kapungu. “Outdoor enthusiasts, hikers, and cyclists know and use the brand. But now also consumers in general are taking an interest in the product because it’s an easy, healthy snack for people on the go.”

The Old El Paso in-store promotions will focus on the new Hard 'n Soft Taco Kit which contains five hard taco shells and five soft tortillas, giving consumers the best of both worlds in one convenient package. "Old El Paso's meal-kits allow you to prepare and serve authentic, great tasting Mexican food for your family, no matter what your level of cooking expertise,” says Kapungu. “All you need to add to get the fiesta started is minced beef, lettuce, tomatoes, onions and cheese."