Aug 1, 2019Idaho Potato Commission to partner with Litehouse Foods on holiday promotion
The Idaho Potato Commission will partner with Litehouse Foods on a holiday season retail promotion in 2019.
The “Mix, Mash & Be Merry” campaign will consist of freestanding displays that will include coupons for $1 off Litehouse products with the purchase of a 5-pound bag of Idaho potatoes. The $1 off coupons will be good on any of Litehouse’s freeze-dried herb products. The promotion will run from Nov. 1 through Dec. 31.
“With the strong market penetration of both Idaho potatoes and Litehouse herbs, we anticipate this will be an exceptional sales driver for retailers,” said Seth Pemsler, vice president of retail and international for IPC. “It’s the ideal launch platform for the new crop of Idaho potatoes this fall, and a great incentive for shoppers to purchase 5-pound bags during the upcoming holiday season.”
In addition to setting up the shipper next to 5-pound bags of Idaho potatoes in the produce aisle, retailers can incorporate the holiday sides promotion into an ad without taking a markdown. Kent Beesley, IPC’s Retail Promotion Director for the West, said he is advising retailers to position the Litehouse/IPC shipper alongside secondary displays to maximize sales during the promotional period.
“We ran a test with a major retailer that proved secondary displays will give you up to a 22% higher dollar sales lift during the time displays are up,” Beesley said. “And I think this holiday herb and potato promotion will be really big, especially for Thanksgiving.
“It’s a great tie-in.”
