Lehigh Valley dairy chocolate milk
Lehigh Valley Dairy Farms use point-of-sale materials in Walmart stores.

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.

“Flavored milk is often an impulse buy,” said Lehigh’s Brian Rahill. “Having it in the end cap and at an aggressive promotional price made it very appealing for the consumer to try.”

Educating Walmart about MilkPEP and its advantages aided the dairy in securing buy-in. Using data on the growth of flavored milk in the category and the impact of the in-store marketing materials also helped sell the retailer, he said.

Lehigh Valley Dairy Farms was the winner in the Retail Promotions category. Rahill termed the promotion “very successful.” It was the first time the retailer had attempted a MilkPEP program. Reps were in stores daily making sure displays were full, that the point-of-sale materials were up and that the “consumer was being drawn to the display,” Rahill added.