Post Foods, LLC Ventures Outside the Cereal Aisle to Offer Consumers an Unexpected Treat

PARSIPPANY, N.J., May 19, 2011 /PRNewswire/ -- Post Foods has revamped their marketing strategy joining forces with a variety of unexpected, yet like-minded companies including Old Navy, 24 Hour Fitness, GladWare and Sunsweet in an effort to increase awareness and drive trial of their respective brands. Through mutually beneficial partnerships formed and brokered by Post Foods' consumer promotions agency Eastwest Marketing Group, Post and its partners aim to provide consumers with added-value offers via promotions including retail sampling events and exclusive savings.

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Saturday, May 21, marks the last of a three-part series of in-store events during which Old Navy shoppers will be rewarded with samples of NEW Pebbles Treats. The first two events featured Post Great Grains Raisin, Date, Pecan and Honey Bunches of Oats Raisin Medley cereals. In exchange, Post is running an on-pack promotion on Pebbles cereal boxes delivering an offer for one free Old Navy kids basic T-shirt with the purchase of a kids graphic T-shirt in select styles ($7.50 value) while supplies last.

"By choosing partners that target a similar audience, Post can surprise and delight consumers in unexpected places throughout their day – not just in the cereal aisle," said Kelly Annis, director, consumer promotions for Post Foods, LLC. "Through these sampling programs we were able to meet each partner's marketing objectives."

Additional partnerships include:

24 Hour Fitness: As both 24 Hour Fitness and Post promote essential elements to a well-balanced lifestyle, eating right and exercise, the partnership was a natural fit. 24 Hour Fitness held a nationwide sampling event at over 400 clubs for Post cereals on May 7. In turn, Post provided on-pack exposure for 24 Hour Fitness on 2 million Grape-Nuts packages, providing consumers with a free seven-day trial gym membership as well as 10 percent off purchases at the health club's online store.  

Sunsweet: To promote the health benefits of Post Shredded Wheat and Sunsweet Antioxidant Blend the brands offered consumers a new way to enjoy both by combining the two. Post in-packed Sunsweet Antioxidant Blend samples and included a $1 coupon in 1 million boxes of Shredded Wheat while Sunsweet included Shredded Wheat messaging on its 18 oz. Prune canisters and placed stickers on Sunsweet Antioxidant Blend, Sunsweet Cherries and Sunsweet Berry Blend packages offering further cross-category exposure for Post.

GladWare: Post teamed up with The Glad Products Company to provide consumers with solutions for the 2010 holidays by featuring a holiday cookie recipe as well as a high-value coupon for $1 off GladWare® products on 2 million Honey Bunches of Oats Strawberry packages. Glad reciprocated this Spring with free samples of Honey Bunches of Oats in its Entree and Deep Dish GladWare® containers. The brands will also participate in a similar sampling program for the Back to School period this year.

Additional tactics for these integrated partnerships included a variety of online and social media promotions, e-blasts, in-store point-of-sale materials, FSIs and more.  Post has successfully put samples in the hands of over 10 million consumers since the start of this partnership initiative.  

As Post continues to explore new ways to build awareness of their cereal brands and drive trial and purchase, Eastwest Marketing Group will continue to source multi-tiered strategic alliances with complementary brands whose marketing objectives and strategies align with those of Post.    

About Post Foods, LLC

Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of iconic ready-to-eat cereal brands including Honey Bunches of Oats, Grape-Nuts, Post Shredded Wheat, Post Raisin Bran, Pebbles, Honeycomb, Post Great Grains, and the new Pebbles Treats cereal bars. For more information, please visit www.postcereals.com.

SOURCE Post Foods, LLC