Retail Trade Promotion

Client: Gerber baby food

The R.I.D.E. program guarantees sales before you run the advertising
Imagine a retail trade incentive program with guaranteed results. If we don’t secure incremental shelf space or online distribution, you don’t pay.

Background
The R.I.D.E. program was born in the baby food aisle. Today, Gerber baby food owns more than 80% of all U.S. baby food sales. This directly correlates to the more than 80% shelf space acquired by the Gerber distribution strategy from the ’90s. At that time, the R.I.D.E. program was managed by our team on behalf of Gerber’s new product launches and seasonal promotions. The goal was to expand shelf space and increase in-store visibility.

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Proven Results
Many of the products the R.I.D.E. program launched hold premium space on the shelves today – including Gerber Graduates, Gerber Care & Safety, Simple Recipe, Tropical Baby Food, Juice & More, Good Start and Gerber Apparel. During its tenure, the program produced more than $2 billion in incremental sales.

Make your trade dollars work harder
Simply put, by reversing your co-op promotions, you can accelerate your sales volumes. The R.I.D.E. program (Retail Incentives = Distribution Effectiveness) reverses the co-op to put the marketing dollars under control of the brand. We guarantee 100% of your investment reaches out to the consumer to pull your product off the shelf, plus you control the media and the messaging, so you will have confidence to increase your sales. Contact us to learn more.

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