To pre-empt competition and gain increases in both sales volume and market share. The commanding size, unique design and placement in high-traffic areas of supermarkets provided retailers with a themed display.
To displace competition with a display of minimal size, and to establish a "fun, product-in-use" theme for the Halloween season while increasing consumer interest in the product.
To stimulate incremental sales of the brand's cookies and snacks for home entertaining. The home entertainment and the Elfin World design create a setting that draws customers to the display. The unit is large and colorful and can be seen from most points in a store.
Keebler's P-O-P team includes (from left) Dexter Bystedt, group manager, sales promotion and packaging; Roy Koeckritz, director of merchandising services, and Joe Favia, sales promotion manager.
Seasonal crackers display illustrates several of consistent Keebler in-store merchandising elements: "waterfall" displays of products, unifying center unit, and use of elf, hollow tree, low cholesterol and fat banners, and logo in graphics.