Last year Emerald Nuts scored a huge touchdown with its single ad on the Super Bowl--sales more than doubled in the months following the game--and this year the company has even more ambitious plans.
Not only will the marketer run another ad on the Big Game, but it has also cut a co-promotional deal with beer marketer Anheuser-Busch. Under terms of the deal, Emerald is being promoted with A-B's
Bud Select brand on special "Bud Bowl" Super Bowl-related displays in the aisles of about 12,000 retailers nationwide. Some stores carry posters hyping the two brands, and one reads: "Bud Bowl, Stock
Up for the Big Game" and features a shot of Emerald's mixed nuts alongside two bottles of Bud Select. Emerald's effort highlights the emphasis marketers are putting on in-store promotions, conscious
that the store can be the best place to influence shoppers. "Being a Super Bowl advertiser allows our in-store presence to ramp up and it allows us to move beyond our everyday positioning on the
shelf," says Michael Mendes, chief executive of Emerald parent Diamond Foods.
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