Gifting is fantastic opportunity for smaller brands to come to the fore and showcase their commitment to stick their heads above the parapet and pitch in for a bigger slice of a retailer/wholesaler’s all-important seasonal traffic.
Great gifting is so much more than a ‘limited edition’ flavour or some extra showy packaging, it’s the perfect opportunity for a smaller brand to outmanoeuvre its bigger better-financed peers and underpin its ongoing importance to any ‘on the front foot,’ retailer, distributor or wholesaler.
Why Commit To Gifting?
- TAP INTO SEASONAL GOODWILL: This is the perfect time of year to showcase a brand's capacity to tap, not simply into seasonal good will, but also showcase the manifold benefits of one's brand: decadent flavours, quirky mixes & blends, proud UK production, responsible/clean recipe decks.....
- PROJECT A SENSE OF FUN!: Food is so much more than fodder, a shelf filler, yet another hit of protein..... . Food treats are a very credible alternative to flowers, small trinkets…. one might take when visiting friends & family. Such ‘sharing’ offers provide a nostalgic edge that makes you smile, revisit your childhood memories.....
- GOING THE EXTRA DISTANCE: One of the reasons we hold SMEs in such high regard is their willingness to adapt and understand customers in a way big brands simply couldn't even begin to contemplate. Big brands prioritise a ‘big net’ approach (prioritise broadbrush appeal scooping up enough advocates to keep a brand ticking over.
Smaller brands have neither the funds nor the distribution to adopt such an 'airy fairy' approach. Their survival depends on understanding their loyalists and hitting their touch points. Such laser focus is epitomised by great gifting.
- STRUTTING YOUR STUFF: Wholesalers, retailers and distributors are natural allies to hardworking disruptor brands because they're a key component when it comes to differentiating their wider offer from their supermarket peers. Yet, there is always that niggling suspicion as to whether even the most proactive challenger brand can service their ongoing, long-term needs. Gifting is a fantastic way for a smaller SME to pull out all the stops and showcase their determination to bring some beneficial 'theatre' to any well-balanced shelf.
This Winter sees Popcorn Kitchen introduce Munch Mix (an addictive jumble of swalty snacking heroes) Christmas Boxes (extra indulgent seasonal flavours) and some very ownable/cult Crunch Corn pint pots that all been received very positively by the trade.
