Lehigh Valley Dairy Farms, Lansdale, Pa., promoted its chocolate milk offerings in Walmart stores in the Northeast during a month-long “Official Drink of Halloween” program in October 2010.
The dairy processor secured secondary end cap and/or bunker display space in 162 stores. Placement and point-of-sale materials (customized with both Lehigh and Walmart logos) attracted shoppers looking to pick up a beverage for a Halloween party or event. Skeleton-themed point-of-purchase material playing off the word “bone” — Good to the bone; Bone appétit!; Get a leg up on strong bones — attracted children’s interest.