Progressive Grocer - Digital grocery solutions vendor MyWebGrocer has partnered with direct response TV (DRTV) provider A. Eicoff & Company to pilot a new digital advertising campaign for Jelmar’s CLR line of cleaning products across its network of food retailer websites to increase awareness of CLR and reach online consumers s they are interacting with web-based grocery planning and shopping tools.
“We have already experienced the benefits of DRTV advertising for a number of years,” said Alison Gutterman, president of Jelmar, LLC. “The pilot program will allow us to extend our already successful campaigns to the web through MWG’s platform and provides the opportunity to connect with even more consumers as they are planning purchases. The program allows us to maximize the impact of our overall advertising campaigns through multiple online channels.”
MyWebGrocer placed the CLR advertisements, created by Eicoff, on its network of 114 national grocery sites dedicated to online shopping and planning. This network reaches 6.4 million unique visitors, according to MWG. The initial CLR campaign ran in early 2011 and drove a 14 petrcent lift in new consumers who saw the ad. In an effort to replicate this success, Eicoff and MWG partnered for a second campaign in fall of 2011. The campaign significantly built upon the success of the first phase, providing a 67 pertcent lift in new consumer trials. Both campaigns were successful in attracting new shoppers who had previously been purchasing competitor’s products.
“The Jelmar CLR ad campaign was designed to communicate brand benefits, drive purchase intent and strengthen online category share while increasing brand loyalty for CLR in the digital space,” said Dan Vanchieri, SVP of national sales for MyWebGrocer. “This was accomplished by placing the CLR ads at the point of decision, in online environments that already had an active consumer audience.”
Jelmar provides leading household cleaning products, including the nationally-recognized CLR and Tarn-X brands, to consumers globally. The family-owned business, which was started more than 50 years ago, distributes its products throughout the U.S., Canada and Australia. In addition to the core CLR and Tarn-x products, Jelmar develops other innovative cleaning solutions for the kitchen, bathroom, outdoor furniture, silver, brass and more. For more information, visit www.jelmar.com.
Colchester, Vt.-based MWG manages digital solutions for more than 114 retailers nationally, representing more than 10,000 stores, and 90+ major Consumer Packaged Goods brands.
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