Hidden Valley® Salad Tongs Grab Consumers’ Attention at P.O.P.

Background
The Hidden Valley® Ranch brand team wanted to shake up sales during a non-key drive period by offering a value added premium with the sale of their flagship product – Hidden Valley® Original Ranch Salad Dressing.

Objectives

• Increase share of Hidden Valley Ranch Original Dressing
• Provide competitive advantage at point of sale
• Build consumption during non-drive period

Challenges

• Design a premium that could be on-packed onto the product
• Premium could not compromise case pack design and needed to work within existing shelf space
• Create ergonomic design while ensuring that tongs easily grab salad

Solution
From an array of vegetable and salad oriented premium ideas, the brand team selected a salad tongs concept design by Milmour. The tongs were designed and shaped to precisely fit around a bottle of ranch dressing without obscuring the packaging graphics and key information. Slender enough so that they worked within the existing case pack and allocated shelf space, the tongs were shrink wrapped to the bottle and flagged on the front of the package with a “Free Tongs” sticker.

Results

• The program was promoted at retailers nationwide
• Share increased during promotional period ahead of goal
• Advance sell in was very high; Retailers also provided extra display area
• Velocity was unusually high, resulting in increased category sales