Rainbow Foods, Food4Less Gain In-Store Marketer

Jun 26, 2002

Chain Reaction, a unit of Bcom3 focused on marketing through retail, reports that it has been named the lead product demonstration management company for Rainbow Foods and Food4Less retail stores, part of the Fleming family of stores.

“We believe our ‘brand ambassador’ approach lines up extremely well with Fleming’s growth strategy in the value retailing category,” says Tim Hawkes, managing director of Chain Reaction. “Our mission is to help Rainbow Foods, Food4Less and their brand marketing partners move more product by improving the quality and effectiveness of the in-store experience for consumers, which will drive increased purchases.”

Chain Reaction will market and manage in-store product demonstrations for the two value-retailing store banners. It will also develop and execute in-store- and at-store-themed consumer events to generate shopper excitement and drive product sales at more than 100 Food4Less and Rainbow Foods stores.

Moderator Comment: How can retailers improve the effectiveness
of in-store demos?

With this deal with Chain Reaction, Fleming’s position
would seem to be that if you want demos done right, don’t do them yourself,
hire professionals. [George
Anderson – Moderator

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