Advertising on milk cartons latest way food companies are marketing products to consumers; trend comes as makers try to sell more items even as prices increase due to rising manufacturing costs

Nevin Barich

LOS ANGELES , October 11, 2011 (Industry Intelligence) – Advertising on milk gallons is the latest way that food companies are marketing their product to consumers, MarketWatch reported Oct. 5.

Campbell Soup, for example, is using milk gallons to place ads for its chicken noodle and tomato soup, hoping to attract customers every time they pour milk in their coffee or cereal.

The efforts to target shoppers while they plan what to buy comes as food makers are trying to sell more of their items, even as they sport higher prices due to rising costs.

Those higher prices are forcing struggling consumers to closely manage what they buy, leaving fewer food dollars up for grabs. Food makers have also scaled back discounting to preserve margins, forcing them to use different methods to market to shoppers.

A recent survey by consumer research firm Packaged Facts showed that among 2,000 grocery shoppers, at least 70% said that they had planned to buy the item beforehand. That’s a sign of the increasing importance of marketing products to consumers before they go to the store, the firm claimed.

The primary source of this article is MarketWatch, New York, New York, on Oct. 5, 2011.

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