Processors are also finding clever ways to get into the game. Italian sausage processor Premio Foods, Hawthorne, NJ, has found a great way to promote the grilling of its products: summertime sports.
Last year, we initiated a sports marketing program to influence the consumer to purchase our products and to use our products for grilling," says Premio Vice President of Sales and Marketing Tony Buono. "With a year under our belt, we are being told that our grilled-sausage sandwich is giving hot dogs a run for the money!"
Premio's first endeavor was to become the official sausage sandwich of Yankee Stadium. This year, the company proliferated its sports marketing program to include the Meadowlands Sports Arena and NASCAR sponsorship.
"Sports marketing is a great advertising vehicle, and it is also a great way to demo your product to the consumer," Buono says. "Once a consumer tries a sandwich at the stadium, they often include sausage in their home grilling menu."
"Our sales during the grilling season have significantly increased with our major retailers in the New York market as a result of this program," he adds. And expansion plans are in the works.
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