The Integer Group’s Account Director Janelle Herrera and The Kellogg Co.’s Senior Director, Shopper Marketing, Kevin Hoppe presented Cereal Reimagined: Reversing Category Trends at Meijer with Kellogg’s at P2PI’s The Forum or Merchandising Executives 2017.
Together, they presented an example of a best-in-class partnership between a retailer and manufacturer, which repositioned Kellogg’s as a category thought leader and drove sales. Integer and Kellogg’s discussed how to tap into Meijer shopper insights to drive category relevance, build basket ring and provide shopper solutions; how Kellogg’s was able to get out of the aisle, while also driving shoppers back into the center store; ways in which this platform helped establish a long-term strategy for category growth and strengthened the partnership between Kellogg’s and Meijer.