The Promotion In Motion (PIM) brand announced the partnership with QuickChek a year after it relaunched Sour Jacks with three new flavors and redesigned packaging.
The fruit confection brand is now available in wild berry, lemonade and green apple flavors, as well as its existing watermelon and original varieties.
In addition to QuickChek, Sour Jacks can now be found in most major retailers across the US including CVS, Meijer, Harris Teeter and Family Dollar, retailing at around $1.99 per five-ounce bag.
‘Vote for Jack’ campaign
Sour Jacks recently started its“Vote for Jack” campaign when the relaunched brand was about to celebrate its one-year anniversary.
“All ‘Vote for Jack’ events are concentrated around sampling at big events in our key markets surrounding Meijer and Harris Teeter. Prior to each event, we hit consumers through geo-targeted social media, such as Facebook and Instagram, as well as through PR targeting local media outlets,” PIM’s associate marketing director, Brandi Unchester, said.
“At the event, our campaign ambassadors engage consumers, invite them to try a free sample of Sour Jacks, and hand them a coupon corresponding to a local retailer," she said.
“The primary objective of the campaign is to create awareness and trial surrounding the Sour Jacks brand. Ultimately through this campaign we hope to drive sales at our key local retailers,” she added.
Fueling future growth through store-by-store network
PIM is approaching the brand as if it were a startup, viewing the Sour Jacks relaunch as a fresh start, Unchester told ConfectioneryNews.
“Consistent with our upstart approach, our plan is to build our distribution network store by store, partnering with retailers on marketing support programs to drive awareness, trial, and ultimately, sales and repeat,” she said.
“In essence, we’re building success stories one at a time and fueling future growth with them.”
The sales of Sour Jacks have increased by over 133% since the relaunch last year, according to IRI.
Even though the company did not provide a growth target for Sour Jacks for 2016, it said it has “very high” expectations for the brand over the next three years.