CRACKER BARREL Cheese In Store Sampling...

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#311448 CRACKER BARREL Cheese In-Store Sampling Project 311448—SAFEWAY ONLY HOT SHEET Page - 1 ATTENTION: THIS IS A MOBILE SAMPLING EVENT! Follow all table set up instructions and sample preparation instructions on pages 2 and 3 of this training manual. Once cheese samples have been prepared and placed attractively on the silver tray, you will be walking an area approximately 20 feet away from your demo table to intercept consumers. Execution of this sampling event requires you to leave your table, engage consumers as they shop, offer them a sample from your tray, as well as a coupon, and enthusiastically explain product features and benefits found on page 4 of this manual. Your kit includes (200) $0.50 CRACKER BARREL Cheese coupons and (10) $1.00 CRACKER BARREL Cheese coupons. All interested consumers can receive the $0.50 coupon. To receive the higher value coupon, invite consumers to visit the CRACKER BARREL Facebook page via their smartphone, like the page, and leave a comment describing CRACKER BARREL’S smooth and sharp taste. If successful, they can show you the posted comment on their smartphone to verify and receive the higher value coupon. When you leave your table, take all product samples and coupons with you. If a consumer chooses to receive the higher value coupon by posting to social media, return to your demo table to complete the process. HAVE FUN WITH THIS!

Transcript of CRACKER BARREL Cheese In Store Sampling...

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CRACKER BARREL Cheese In-Store Sampling Project 311448—SAFEWAY ONLY

HOT SHEET

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ATTENTION:

THIS IS A MOBILE SAMPLING EVENT! Follow all table set up instructions and sample preparation instructions on pages 2 and 3 of this

training manual. Once cheese samples have been prepared and placed attractively on the silver tray, you will be

walking an area approximately 20 feet away from your demo table to intercept consumers. Execution of this sampling event requires you to leave your table, engage consumers as they shop, offer them a sample from your tray, as well as a coupon, and enthusiastically explain product features and benefits found on page 4 of this manual.

Your kit includes (200) $0.50 CRACKER BARREL Cheese coupons and (10) $1.00 CRACKER

BARREL Cheese coupons. All interested consumers can receive the $0.50 coupon. To receive the higher value coupon, invite consumers to visit the CRACKER BARREL Facebook page via their smartphone, like the page, and leave a comment describing CRACKER BARREL’S smooth and sharp taste. If successful, they can show you the posted comment on their smartphone to verify and receive the higher value coupon.

When you leave your table, take all product samples and coupons with you. If a consumer chooses

to receive the higher value coupon by posting to social media, return to your demo table to complete the process.

HAVE FUN WITH THIS!

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CRACKER BARREL Cheese In-Store Sampling

3 Pairs of Gloves

1 Promo Reports Form

1 Training Manual

200 Napkins

1 Easel Card

1 Table Runner

1 Silver-Coated Plastic Tray

1 Branded T-Shirt

200 CRACKER BARREL Cheese Coupons

10 $1.00 off coupons to be used with social media

Kit Contents:

What To Wear:

Black pants/skirt, Branded T-Shirt included in kit, and Apron (brought from home) Black, close-toed non-slip shoes (no open-toed shoes or gym shoes) Retailer approved uniform (if branded t-shirt is not allowed) Gloves, Agency approved hair restraint

The following Pre-Demo Checklist must be completed prior to your event

Read and understand all of the information in this training manual.

Review your kit contents for accuracy.

Conduct your pre-call to the store 3 days before your demo and ask the receiving clerk if the product is in stock.

Activate your debit card the day before your demo (if applicable).

Ensure you bring the following items to your demo: Entire Kit Contents, Demo Table, Table

Cloth, Pen (to complete paperwork), Cooler, Apron, Tape, Allergy & Ingredient Sheet, Plastic Cutting Board, (3) Sharp Knives, Paperwork, Paper Towels, Small Trash Can or Trash Bag.

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What to Purchase:

Product UPC # Units to Buy # Samples per Unit Distribution Goals

CRACKER BARREL Extra Sharp

Cheddar, 8 oz. chunk 0-21000-00903-9 4 20 80

CRACKER BARREL Vermont Sharp

White Cheddar, 8 oz. chunk0-21000-00525-3 3 20 60

CRACKER BARREL Aged Reserve

Cheddar, 8 oz. chunk0-21000-00905-3 3 20 60

Bag of Ice N/A 1 N/A N/A

Substitute Items: If you are unable to purchase all the required product for your event, please purchase additional

flavors of the product listed above in the order they are listed.

Do not exceed $39.49 (including tax)

Important! If required to wear an apron, fold

apron down so branding on

t-shirt is visible.

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Executing the Demo

To Set Up:

Upon arrival, introduce yourself to the Store Manager to briefly describe today’s in-store sampling.

Check to see if there is a secondary display of the products being sampled and set up your demo table near the display, if possible.

Record the selling prices and location of the products you are featuring so you can inform customers of price and location accordingly.

Check the UPC on the package and compare to the UPC on your manual to ensure the correct product is being sampled.

(If the correct UPC is not found, please check with the store manager or department manager to locate).

Record the beginning inventory of all products being sampled. DO NOT include product purchased for sampling in beginning inventory.

Be sure to display both the Table Runner AND Easel Card on your table.

To Serve CRACKER BARREL Cheese:

Store all packages of purchased CRACKER BARREL Cheese in the cooler with ice.

After putting on your gloves, open up one (1) package of each variety of CRACKER BARREL Cheese being sampled.

Using your cutting board and knife, first cut the block of cheese into ten (10) even slices, and then cut each slice in half so you have

twenty (20) slices of cheese. Repeat with the other two varieties, using a separate knife for each variety of cheese.

Place one (1) slice of cheese on a napkin. Display the napkins with cheese samples attractively on the silver tray. Be sure to keep the three

varieties of cheese separated on the tray. Provide samples and coupons to interested consumers while reciting features and benefits. (See

Hot Sheet for engagement and coupon distribution instructions)

Repeat the above steps throughout the day.

IMPORTANT

DO NOT leave cheese samples or coupons unattended on your table at any time

DO NOT distribute samples to children without the permission of a parent or guardian

Keep ALL surfaces clean during sampling

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CRACKER BARREL Cheese:

Deliciously distinctive cheese for holiday entertaining

and casual snacking.

CRACKER BARREL Cheese is made by adding real

cream to milk for extra creamy smoothness.

Then CRACKER BARREL follows a unique aging

process to develop its bold sharp flavor.

The end result is a cheese that has both creamy

smoothness and bold sharpness, a combination that

makes CRACKER BARREL delicious.

Features & Benefits Additional Conversation Talking Points

CRACKER BARREL Cheese:

CRACKER BARREL is a delicious, high quality

everyday cheese that is also great for entertaining.

CRACKER BARREL has a unique and distinctive

taste—it’s both smooth and sharp, a delicious

combination.

-CRACKER BARREL gets its smoothness from the

real cream that is added.

-Its sharpness comes from a unique aging process

to develop its bold, sharp flavor.

Consumer Engagement Questions (to be used for social media coupon engagement)

CRACKER BARREL Cheese:

Some people find it hard to describe the unique flavor

of CRACKER BARREL—how would you describe it?

Are you noting the smoothness as well as the bold

sharpness?

What do you think of it?

FAQ

CRACKER BARREL Cheese:

What is involved in the aging process?

-CRACKER BARREL pays great attention to quality and puts in

extra effort to ensure the finest product. The cheese is

inspected by hand four times during the aging process.

Do other cheeses add cream to the cheese? How is CRACKER

BARREL different?

-CRACKER BARREL has one gram more of fat in the cheese.

What makes Vermont Sharp White Cheddar “an East coast

cheddar?

-Milk is sourced from Vermont and has a different flavor profile.

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Please recycle your consumer engagement materials when possible.

NOTE: Please follow standard safety/health procedures when conducting your demo. Do not distribute samples to children. Hand the sample to the parent or guardian to give to the child.

ALLERGY WARNING: We encourage consumers to check the ingredient statement on each package of the product they sample for the most up-to-date information on the ingredients contained in that product.

You must have your Allergen signs (from this Training Manual and/or in your kit) displayed on the front of the table during your demo.

Post Event:

DO NOT take sample product out of the store.

Discard any opened leftover product upon completion of demo. Any unopened, chilled product should be given to the Store Manager.

Clean up, breakdown your table and leave your area as you found it.

Complete your PromoReports® Form and obtain a store stamp and a manager’s signature.

Destroy any remaining coupons at the end of the day.

It is mandatory that you enter your results online or call into PromoReports® to report your results upon demo completion. For online

entry, please follow the instructions on your PromoReports® form. If you are purchasing product, do NOT include the product you are

purchasing in your inventory count.

Be sure to mail your PromoReports® Form with a COPY of your receipt to your agency immediately after calling in your results.

Please feel free to include any written comments (positive or negative) on the back of your PromoReports® Form. Your honesty

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Allergen Information

We encourage consumers to check the ingredient statement on each package of the product they sample for the most up-to-date

information on the ingredients contained in the product.

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