Monday, June 26, 2017

7-Eleven: Food Regionalization Creates Differentiation

With the Fourth of July holiday fast approaching 7-Eleven’s Slurpee loving fans are looking forward to cooling off with their summertime favorite flavor on hot days.  This year in a orchestrated move 7-Eleven will expand its collaboration in the Pacific Northwest to test another new flavor according to Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson.
Building upon the success of the latest test product from Jones Soda Co. the Green Apple Big Gulp program and the 2016 Orange & Cream Slurpee drink, 7-Eleven is launching a FuFu Berry Cane Sugar Slurpee across 400 Pacific Northwest locations.
Rusty Smith, 7-Eleven director of proprietary beverages stated “With the success of our 7-Select premium bottled drinks and newest Slurpee flavors by Jones Soda, we are delighted to provide another exclusive flavor to 7-Eleven customers in the Pacific Northwest,” … “We know FuFu Berry will be a hit among Slurpee fans.”
The FuFu Berry Slurpee drink is available now throughout the summer and will be fully supported by a billboard campaign around Seattle — where Jones Soda Co. is headquartered — featuring the tagline, “What the FuFu?!”.  So our Grocerant Guru® asks who are you collaborating with?  How are you expanding your brand relevance?
Jennifer Cue, chief executive officer of Jones Soda Co. stated “We continue to be excited by our fans’ response to our programs with 7-Eleven,” said “And we look forward to a successful summer campaign together.”  Remember trial accelerates the path to purchase.  How are you driving differentiation?

Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may the clue you need to propel your continued success.

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