Apr 17, 2013

Putting brand partnerships together

Tony Treadway

Yes, it is a bit like herding cats when it comes to aligning two brand strategies together but it can be done. We’re doing it again for two brands looking to generate sales lift within the growing Cash-N-Carry (CnC) segment.

CnC’s have grown significantly over the past five years. Driven by the last recession, CnC’s, such as Sam’s Club, COSTCO and Restaurant Depot are now players in reaching small businesses. For this assignment, the targets are small restaurants, churches, caterers, and food truck operators who, for a variety of reasons prefer to purchase their food and paper goods from a CnC instead of a regular food distributor.

We’re aligning other brands with one of our clients to execute cross merchandising promotions. This involves identifying non-competitive brands whose products naturally align for a recipe solution. For example, a pizza dough made by one company with a pizza sauce made by another. We can use tear pads showcasing a recipe and a rebate offer that creates pull-through to the sale of both products at the same time at checkout. The consumer sends in a copy of their store receipt and if both items appear on the receipt, each company will mail a rebate to them.

The manufacturers enjoy exposure of their brand in new locations within the store with this kind of cross merchandising. I my example, the pizza sauce company gets some exposure within the freezer case where the pizza dough is shelved. The pizza dough earns some exposure on the dry goods shelf.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.