The promotion will offer Sainsbury’s customers the opportunity to buy a 1.25-litre bottle of Coca-Cola, diet Coke or Coca-Cola Zero and an Old El Paso Fajita Dinner Kit including BBQ, Roasted Tomato and Pepper, or Crispy Chicken for £3.
The offer will be supported with cross-category merchandising displays, POS at entrance gates, online, aisle fins and coupons at till point. CCE and Old El Paso are also placing ads in the national press to help drive awareness of the offer.
CCE has identified ‘with food’ opportunities as a key area where changing shopper purchasing patterns can unlock increased soft drinks sales for retailers, with insights demonstrating that 27% of shoppers want more information on how to cook, 21% want to know what to cook and 19% want help with meal plans for the week.
Selena Taylor, trade communications manager at CCE, said: “MyCoke and Old El Paso have similar attributes around sharing social occasions at home with friends and family. They’re also hugely popular with consumers. MyCoke has seen sales increase by 7.3% YOY, with figures rising to a record-breaking £1bn, and Old El Paso is the number one Mexican brand. Plus, Coca-Cola is the number one branded soft drink at evening meal times. Taking this into account, we expect our link deal with Old El Paso will prove popular with shoppers, increasing basket spend by buying both brands for their evening meal.”
Source: Coca-Cola Enterprises
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