With the St. Louis Cardinals, Schnucks, and vendor partners on the same team; fans get a once-in-a-lifetime experience at Busch Stadium
Schnucks Markets has been a partner of the St. Louis Cardinals for over 20 years and wanted to capitalize on the team winning their 11th World Series Championship. In an effort to bring the excitement of the ballpark to their St. Louis area stores, they turned to Cliffedge to build a unique promotional experience that engaged consumers, provided in-store lift, and associated partner vendors with a major league baseball team via borrowed brand equity.
Building on the existing relationship between Schnucks and the St. Louis Cardinals, Cliffedge created a grand slam fan experience: the chance to eat breakfast where their favorite big-leaguers play, the bullpen at Busch Stadium. This promotion gave shoppers the opportunity to earn a ‘spot on the roster’ by entering a contest via Cardinals-branded in-store POS signage. By partnering brands into one promotion, the costs to participate were significantly lower than a stand-alone promotion with the Cardinals.
How Shopper Marketing with Cliffedge creates impact for Schnucks:
• Created in-store signage and contest registration featuring Cardinals mascot Fredbird.
• Promoted contest at retail location events staffed by Cliffedge Marketing ambassadors
• Featured 7,020 spots for media ad campaign across 117 affiliate Cardinals Radio Network stations
• Enhanced marketing with inclusion in grocer circulars, website and PR campaign
• Showcased Cardinals-related prizing that included free breakfast featuring partner vendors, on-field photo opportunities and luxury suite tickets to a game
The promotion resulted in incremental store exposure and a big sales lift for partner brands including: Kellogg’s, Kraft, Conagra, Prairie Farms and Johnsonville. Out of 3,982 entries in the 2013 promotion, 48 winners and their families were selected to attend one of six events held at Busch Stadium. This gave vendors an opportunity to network with buyers in a relaxed, fun atmosphere.