“Stretching Your Budget with Eggs” Campaign - PART TWO of Series
Stretching Your Consumer’s Shopping Budget Series – PART TWO
“Stretching Your Budget with Eggs” Campaign
by Debby Swoboda – askDebby.com
With consumers creating ways to stretch their shopping budgets, retailers have a huge opportunity to creatively support those new habits while still producing profits for themselves.
As I walked into my local grocery store this past weekend almost every end cap displayed a BOGO (Buy One Get One FREE) promotion. Featured savings is nothing new… however the consumer’s awareness of savings has changed immensely! I am a huge proponent of advanced promotion/marketing planning (consider attending one of my 90 Days Out: Merchandising and Marketing TIPs TeleTrainings – next webcast features ideas for September, click here for more information) however, what I wish to share in this post is about cross merchandising items throughout your store with a staple food item… the egg!
According to an article posted April 6, 2009 by Rodale News — “A new poll shows that more than 80 percent of people in the U.S. are making an effort to limit spending on food and groceries, and 40 percent admit they’re sacrificing nutrition for cheaper, less-healthy foods.
Multi-sponsor Surveys conducted the 2009 Economic Impact Market Segmentation Study, questioning 1,008 adults about their spending habits, well-being, and financial situations during the current recession. While cuts in entertainment, clothing, and dining out topped the list of ways to trim budgets, spending less on food was right behind them. When asked what foods they were eating more often in an effort to save money, those most frequently mentioned by the respondents were: Pasta and macaroni, sandwiches, soup, eggs, cold cereal, bread, peanut butter, tuna fish, beans, and hotdogs.” Read complete article.
I started thinking about ways to market – nutritional education, recipes, demos, and tons of cross merchandising opportunities. How about added value campaign? Gift with purchase? Now think about it… eggs retail for about .35 - .50 each and can be used in tons of recipes. There are so many items in your store that can be married with eggs.
Recipes are a proven way of building retail grocery sales and the trend is growing by leaps and bounds as make-it-themselves chefs are being introduced to your aisles. So now how can I help you get your campaign rolling? First we have to agree that eggs aren’t just for breakfast anymore. Second we have to come up with some recipes that offer variety of meal ideas as well as incorporating as many grocery items from your shelves as possible.
Let’s start with a recipe I made using leftover cooked Kashi the other day. I have been cycling about 20-25 miles after work and needed something that was quick to fix that contained protein, veggies, and whole grains. You can copy and share my recipe and make it your own if you’d like. No credit necessary.
Debby’s Energy Mini Quiche
(I used a Pyrex cereal or soup bowl - 2-cup size and my convection oven)
INGREDIENTS
-- ¼ to ½ cup cooked Kashi’s 7 Whole Grain Pilaf (I used leftover cooked kashi from the night before – use enough to cover the bottom of the bowl making the layer as thick as you’d like the crust to be)
-- 3 organic egg whites
-- ¼ cup plain organic yogurt (I used Stoneyfield Farm fat-free vanilla)
-- ¼ cup organic broccoli – chopped
-- ¼ cup organic portabella mushroom – chopped
-- ¼ cup Sharp Cheddar – shredded (I used Cabot’s 75% reduced fat)
-- ¼ cup Pepper Jack – shredded (I used Cabot’s 50% reduced fat)
-- 1 Tablespoon Organic First-Pressed Olive Oil (I used Spectrum Extra Virgin)
-- Crushed red pepper flakes – to taste (non irradiated – I used Simply Organic)
DIRECTIONS
1) Preheat convection oven to 325*
2) Sauté the broccoli and mushroom in olive oil until soft. Left cool slightly.
3) Press Kashi into the bottom of your baking bowl. Set to side.
4) Grate cheese in a bowl and set to side
5) Whisk eggs white and yogurt together until mixed well and add red pepper flakes. 6) Stir in cheese and veggies until the eggs mixture totally covers the veggies.
7) Pour mixture into baking bowl.
BAKE
Cover the top of the quiche after it has browned enough for your liking and continue to bake making the total about 30 minutes or until a tooth pick in the center comes out clean.
NOTE: I learned this the hard way. Leave enough room for the eggs whites to expand and rise up… I had some quiche spill to the bottom of my oven.
ENJOY
While the quiche is in the oven I have time to make my salad, light the candles and pour a yummy glass red wine!
Okay back to marketing. Consider the items in this recipe that you could highlight or feature (at regular price) not counting the eggs: Kashi, yogurt, two types of cheese, broccoli, mushrooms, olive oil, and special spices. I count 8. Amazing… all this from one delicious recipe.
Now think about featuring a few “egg” recipes each week and using signage to bring attention to those recipes and ingredients. You could hold a recipe contest where the winner could win eggs for a year! Endless possibilities. Think about vendor partnerships when planning your promotions and by working in advance you have more time to create promotions that can tie in multiple areas of your store.
I created a couple of signs for your “stretch your budget with eggs” campaign that are available on the askDebby.com – Shelf Talker Library page to help you get started. (Left hand column under Shelf Takers of the Month)
Here are a couple of recipes that I discovered to help get your creative juices rolling:
Stir-Fried Egg and Tomato over rice, Recipe from Epicurious
Cheesy Pasta Frittata, Recipe from Busy Cooks
Egg Salad, Recipe form Applegate Farms
Mexican Potato Omelet, From Eating Well
Huevos Rancheros, Recipe from Food Network by Emeril Lagasse
Enter “organic” eggs into your browser and see what you can come up with. I discovered Organic Valley’s website that if you put “eggs” into their search you’ll recipe some great recipe ideas.
For more marketing tips and ideas stay connected to askDebby.com plus share your comments about this blog post or though my Contact Debby page. Until next time, here’s wishing you a great day!
Debby
For more information please visit:
Upcoming TeleTrainings
Shelf Talker Library
People Are Talking
Contact Debby
“Stretching Your Budget with Eggs” Campaign
by Debby Swoboda – askDebby.com
As I walked into my local grocery store this past weekend almost every end cap displayed a BOGO (Buy One Get One FREE) promotion. Featured savings is nothing new… however the consumer’s awareness of savings has changed immensely! I am a huge proponent of advanced promotion/marketing planning (consider attending one of my 90 Days Out: Merchandising and Marketing TIPs TeleTrainings – next webcast features ideas for September, click here for more information) however, what I wish to share in this post is about cross merchandising items throughout your store with a staple food item… the egg!
According to an article posted April 6, 2009 by Rodale News — “A new poll shows that more than 80 percent of people in the U.S. are making an effort to limit spending on food and groceries, and 40 percent admit they’re sacrificing nutrition for cheaper, less-healthy foods.
Multi-sponsor Surveys conducted the 2009 Economic Impact Market Segmentation Study, questioning 1,008 adults about their spending habits, well-being, and financial situations during the current recession. While cuts in entertainment, clothing, and dining out topped the list of ways to trim budgets, spending less on food was right behind them. When asked what foods they were eating more often in an effort to save money, those most frequently mentioned by the respondents were: Pasta and macaroni, sandwiches, soup, eggs, cold cereal, bread, peanut butter, tuna fish, beans, and hotdogs.” Read complete article.
I started thinking about ways to market – nutritional education, recipes, demos, and tons of cross merchandising opportunities. How about added value campaign? Gift with purchase? Now think about it… eggs retail for about .35 - .50 each and can be used in tons of recipes. There are so many items in your store that can be married with eggs.
Recipes are a proven way of building retail grocery sales and the trend is growing by leaps and bounds as make-it-themselves chefs are being introduced to your aisles. So now how can I help you get your campaign rolling? First we have to agree that eggs aren’t just for breakfast anymore. Second we have to come up with some recipes that offer variety of meal ideas as well as incorporating as many grocery items from your shelves as possible.
Let’s start with a recipe I made using leftover cooked Kashi the other day. I have been cycling about 20-25 miles after work and needed something that was quick to fix that contained protein, veggies, and whole grains. You can copy and share my recipe and make it your own if you’d like. No credit necessary.
Debby’s Energy Mini Quiche
(I used a Pyrex cereal or soup bowl - 2-cup size and my convection oven)
INGREDIENTS
-- ¼ to ½ cup cooked Kashi’s 7 Whole Grain Pilaf (I used leftover cooked kashi from the night before – use enough to cover the bottom of the bowl making the layer as thick as you’d like the crust to be)
-- 3 organic egg whites
-- ¼ cup plain organic yogurt (I used Stoneyfield Farm fat-free vanilla)
-- ¼ cup organic broccoli – chopped
-- ¼ cup organic portabella mushroom – chopped
-- ¼ cup Sharp Cheddar – shredded (I used Cabot’s 75% reduced fat)
-- ¼ cup Pepper Jack – shredded (I used Cabot’s 50% reduced fat)
-- 1 Tablespoon Organic First-Pressed Olive Oil (I used Spectrum Extra Virgin)
-- Crushed red pepper flakes – to taste (non irradiated – I used Simply Organic)
DIRECTIONS
1) Preheat convection oven to 325*
2) Sauté the broccoli and mushroom in olive oil until soft. Left cool slightly.
3) Press Kashi into the bottom of your baking bowl. Set to side.
4) Grate cheese in a bowl and set to side
5) Whisk eggs white and yogurt together until mixed well and add red pepper flakes. 6) Stir in cheese and veggies until the eggs mixture totally covers the veggies.
7) Pour mixture into baking bowl.
BAKE
Cover the top of the quiche after it has browned enough for your liking and continue to bake making the total about 30 minutes or until a tooth pick in the center comes out clean.
NOTE: I learned this the hard way. Leave enough room for the eggs whites to expand and rise up… I had some quiche spill to the bottom of my oven.
ENJOY
While the quiche is in the oven I have time to make my salad, light the candles and pour a yummy glass red wine!
Okay back to marketing. Consider the items in this recipe that you could highlight or feature (at regular price) not counting the eggs: Kashi, yogurt, two types of cheese, broccoli, mushrooms, olive oil, and special spices. I count 8. Amazing… all this from one delicious recipe.
I created a couple of signs for your “stretch your budget with eggs” campaign that are available on the askDebby.com – Shelf Talker Library page to help you get started. (Left hand column under Shelf Takers of the Month)
Here are a couple of recipes that I discovered to help get your creative juices rolling:
Stir-Fried Egg and Tomato over rice, Recipe from Epicurious
Cheesy Pasta Frittata, Recipe from Busy Cooks
Egg Salad, Recipe form Applegate Farms
Mexican Potato Omelet, From Eating Well
Huevos Rancheros, Recipe from Food Network by Emeril Lagasse
Enter “organic” eggs into your browser and see what you can come up with. I discovered Organic Valley’s website that if you put “eggs” into their search you’ll recipe some great recipe ideas.
For more marketing tips and ideas stay connected to askDebby.com plus share your comments about this blog post or though my Contact Debby page. Until next time, here’s wishing you a great day!
Debby
For more information please visit:
Upcoming TeleTrainings
Shelf Talker Library
People Are Talking
Contact Debby
Posted by Debby Swoboda at 5/21/2009 9:48 AM 
Categories: consumer campaign, Debby's TeleTrainings, trends, marketing ideas, All, retail signage
Tags: stretching your budget with eggs retail marketing of eggs cross merchandising consumer marketing campaign askDebby
Categories: consumer campaign, Debby's TeleTrainings, trends, marketing ideas, All, retail signage
Tags: stretching your budget with eggs retail marketing of eggs cross merchandising consumer marketing campaign askDebby
Debby, why vanilla yogurt instead of plain? Thx. CB
Reply to this
Great question, thanks for asking. I just like vanilla and use it in a lot of my recipes... but plain is great, too and work the same. Try using vanilla yogurt (or plain) in corn bread muffins with a little melted butter instead of the oil... yum! Have a great one!
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