Wild Oats Markets (Fresh Food Packaging)
WILD OATS MARKETS SEE BOOST IN DELI SALES
 Customer
Natural-foods grocer Wild Oats Markets is boosting its deli sales with the fresh marketing appeal of packaging made from NatureWorks® polymer. The retailer debuted the natural packaging in the Portland, Oregon area in June 2003, and is now using the containers in all 77 stores nationwide.
Challenge
Demonstrate strong consumer interest and preference for clear food packaging made from corn rather than petroleum. Use Portland to set the stage for a national rollout and to demonstrate strong market appeal.
|
Solution
NatureWorks LLC and its communications team worked closely with Wild Oats Markets to develop a comprehensive employee education program as well as a targeted consumer outreach program to drive awareness of the new packaging:
- Wild Oats Markets trained staff at the regional stores with NatureWorks LLC assistance on how to position and sell the new packaging in stores.
- In-store promotional signage, stickers for the containers and brochures were created to capture consumer attention, enhance point-of-purchase appeal and communicate the store’s commitment to the environment.
- Wild Oats Markets handled media relations in the local market, while NatureWorks LLC provided assistance with messaging and handled national business and trade outreach.
|
 During the Portland launch of packaging made from NatureWorks® polymer, Wild Oats Markets saw significant customer and media interest in the new approach to fresh-serve deli items—and a notable uptrend in deli department sales. Deli transaction counts increased in the 10-week launch period, as did average deli basket size.
Wild Oats Markets reported in the Denver Post that deli sales in Oregon jumped about 4 percent in the first three months after the packaging debuted there. Additionally,Wild Oats Markets estimates that 60 percent of customers return the NatureWorks polymer containers for composting.
Using media to help drive customers to Wild Oats Markets stores was a central part of the brand campaign. Portland-area newspapers and broadcast outlets lauded the grocer for the campaign. Similar results are being seen in other cities as Wild Oats Markets expands its use of NatureWorks polymer to new markets. National business and consumer press, such as the Associated Press, USA Weekend, USA Today, CNN and Fortune have featured Wild Oats Markets’ use of NatureWorks polymer, as have numerous grocery, deli and packaging trade publications.
|