VH is once again inviting shoppers to “Join the Celebration” for Chinese New Year, which takes place on Feb. 16 this year.
The ConAgra-owned brand, which has been promoting Chinese New Year for more than a decade, has launched a national in-store marketing campaign. As in years past, VH has set up large-scale displays and POS activations at major retailers, using the tagline “Join the Celebration.” New this year, VH has also developed customized shopper marketing programs for the different retailers.
“Where in previous years, we’ve focused on traditional shopper activations, such as demos, we have revamped our approach to shopper marketing as a cohesive platform inclusive of brand and retailer strategies,” says Rola Al-Badran, shopper marketing manager at ConAgra Brands.
READ: VH Sauces rings in Chinese New Year with retailers
For example, Loblaw-owned banners such as Real Atlantic Superstore, Fortinos, Provigo, Loblaws and Real Canadian Superstore, wanted to showcase meal solutions that encourage shoppers to basket build. So, VH is testing a blade program (one blade located in aisle, another in the meat section), with “easy 1-2-3 meal solutions for VH,” says Al-Badran.
At Sobeys, VH Sauces are being paired with Compliments rice and there are $1.50-off coupon pads at shelf to drive purchases.
VH is also putting a greater focus on Quebec, a market that represents 30% of VH’s total business. “Quebec is an important market for us… but Quebeckers see the brand as less modern than they used to,” says Ryan Fowler, senior brand manager at ConAgra brands (and a 2017 Generation Next winner). “So, a lot of the tactics and investment that we’re doing are to really address that modernity aspect.”
For example, for Metro Quebec (a market that loves scratch-cooking, says Al-Badran), VH partnered with celebrity chef Danny St-Pierre. He will host three PR events in Metro Quebec stores, cooking a VH recipe. A contest that will run from Feb. 8 to Feb. 28 has prizes such as a dinner prepared and served by St-Pierre, as well as Metro gift cards to drive shoppers back to store.
Other participating retailers include Walmart and IGA.
“For VH, Chinese New Year is a major and important program,” says Fowler. “Over the months of January and February, Chinese New Year represents about 20% of our total business, and we’re really bringing news to the category during this time.”