Power of persuasion
Jun 25, 2018
ARLINGTON, VA – The numbers are in and USA Rice’s spring partnership with the retail dietitians of Redner’s supermarket chain to promote U.S.-grown rice across all their sixty four locations in Delaware, Maryland, and Pennsylvania was a big success.
Sales data from the promotion, which ran from March 25 through April 8, showed an increase of 34 percent in sales of Redner’s brown long grain rice when compared to the non-promotion weekly average in 2017.
The promotion launched in a Redner’s weekly ad that featured USA Rice’s Sesame Chicken and Wild Rice Spring Rolls recipe and included a sale on U.S.-grown brown rice. The weekly ad was distributed in-stores and through the mail with a circulation of 1,200,000 people.
The feature was also highlighted in the grocery chain’s HealthCents Magazine with 10,000 copies spread among stores and on their website that included both U.S.-grown rice and Think Rice messaging, plus information on U.S.-grown rice varieties, nutrition, and cooking tips. The three-week promotion garnered a whopping 1,210,000 impressions.
“These results are exactly what the Federation is looking for when partnering with retail chains,” said Michael Klein, USA Rice vice president for domestic promotion. “The combination of all the various promotional activities allows us to directly reach the consumer and expose them to USA Rice messaging while also increasing sales of U.S.-grown rice. Redner’s has proven to be a valuable retail partner that USA Rice can depend on for increasing awareness of U.S.-grown rice and impacting domestic sales.”