SHOPPER MARKETING
SITUATION
Saskatchewan Liquor and Gaming Authority operates liquor stores across the province. Special events and promotions are run by SLGA to promote premium products and increase product knowledge. In 2009, SLGA partnered with Sobeys and Nova Scotia's Department of Aquaculture for a lobster paired promotion featuring Scotch and Champagne.
RESPONSIBILITY
I organized in store liquor sampling events and recruited partners who provided complementary food samples and entertainment.
In 2009, I worked with Sobeys and Nova Scotia Aquaculture to pair premium Scotch and Champagne sampling events with fresh lobster. During the events a Guest Chef from Nova Scotia provided cooking demonstrations and recommended recipes featuring the showcased liquor. Customers could purchase fresh lobster from Sobeys during the in store sampling events. The program also included a two hour registered cooking class.
RESULTS
Premium products featured at six liquor stores in Regina and Saskatoon with free lobster samples
First in store class taught by a specialty Chef from Nova Scotia
Increased sales and awareness of featured products
Expanded partnership