Jennie-O Aims to Capture Deli Shopper Loyalty, Frequency

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Jennie-O Aims to Capture Deli Shopper Loyalty, Frequency


As part of its latest initiative focusing on driving traffic to in-store delis, Jennie-O is seeking to communicate to consumers that they can enjoy a premium brand without the premium cost via its branded deli products.

As part of its “Make the Switch” campaign, the Willmar, Minn.-based company conducted a a third-party-managed blind deli meat taste test at a public sampling event, results of which the deli supplier said confirmed that its fresh-from-the-deli turkey delivers top quality scores to inspire more consumers to increase deli shopping frequency.

Citing results of a Counter Intelligence Deli Consumer Study, Jennie-O says that some shoppers have transferred their traditional deli purchases to the meat department. Almost half of deli shoppers purchase sandwich meats at least once every other week from the pre-packaged section of the meat department.

“Jennie-O wants to bring shoppers back to the deli more frequently,” said Dave Dohmann, VP, deli sales. “By combining uncompromising taste and freshness with programs that allow our retailer partners to offer attractive prices to keep consumers shopping the deli, Jennie-O deli products are a smart addition to any store set. We believe all consumers should have access to smart, nutritious choices without breaking their budget.”

Consumer research recently conducted in the Boston area resulted in top scores on overall liking for Jennie-O turkey and chicken products. Six of the most popular turkey products were tested against three other brands available in the market, including:

Jennie-O Oil Browned Turkey Breast
Jennie-O Herb Roasted Turkey Breast
Jennie-O Honey Turkey Breast
Jennie-O Mesquite Smoked Turkey Breast
Jennie-O Cracked Pepper Turkey Breast
Jennie-O Oven Roasted Chicken Breast

Adult tasters that were part of this research experienced these flavors and the competitive set on bread to represent a sandwich experience. Jennie-O products achieved the highest overall liking scores of the all of the brands tested, according to the company.

During a one-day sampling event, Jenni-O gave away 6,000 fresh-sliced deli turkey sandwiches to Boston-area consumers, who were asked to share their thoughts on video, reactions to which can be viewed here

Jennie-O Turkey Store, Inc, a wholly owned subsidiary of Hormel Foods Corp., offers an array of more than 1,500 high quality fresh, frozen, refrigerated and deli turkey products that are distributed throughout the United States and 27 countries worldwide.