OAKBROOK TERRACE, Ill. -- Just when you thought the 2016 presidential election season couldn't get any wackier, two snack makers are snacking the vote by holding their own "elections."
Pop the Vote
Kellogg's, the maker of 22 varieties of Pop-Tarts toaster pastries, is running the "Pop the Vote" sweepstakes through May 31.
The Battle Creek, Mich., company has teamed up with food website Spoon University to uncover Pop-Tart trends across the nation, from flavor favorites to the debate to toast or not.
Findings:
- Young adults may not agree on the best social media platform (Insta is the favorite), but all Instagram, Twitter, Facebook and SnapChat lovers tap "like" on Frosted Brown Sugar Cinnamon over any other flavor.
- While the majority of women on college campuses voted that Frosted S'mores is the leading Pop-Tarts flavor candidate, it's the Frosted Strawberry that has the men's vote.
- Music taste plays a key indicator in snacking preferences--country and EDM concert-goers find common ground in favoring Frosted Brown Sugar Cinnamon.
- Hot Fudge Sundae ranks fourth among pop, EDM, hip-hop and rock music-lovers.
Fans can follow the conversation on social media at #PoptheVote2016 and head to PoptheVote2016.com.
(Editor's Note: I voted for Frosted Strawberry.)
The promotion is not available to retailers in the convenience-store channel.
Battle Creek, Mich.-based Kellogg is a leading cereal, cookie, cracker, snack and frozen-foods company. Its brands include Kellogg's, Keebler, Special K, Pringles, Kellogg's Frosted Flakes, Pop-Tarts, Kellogg's Corn Flakes, Rice Krispies, Kashi, Cheez-It, Eggo, Coco Pops, Mini-Wheats and more.
Vote for Your Favorite Peanut
From March to June, candy maker Mars Inc. is running the "Vote for Your Favorite Peanut" promotion.
Four M&M's Brand Chocolate Peanut varieties--Chili Nut, Honey Nut, Coffee Nut and Original Peanut--will go head-to-head in a consumer promotion to determine "America's Favorite Peanut."
Throughout the voting period of March 1 to June 17, the company will encourage consumers to purchase each flavor and vote for their favorite via text and the M&M's Facebook page. The winning flavor will be available as open stock in Aug. 2016 and in mixed display cases in Sept. 2016.
The company will back the promotion with major marketing support. Key elements include freestanding inserts (FSIs), promotional radio, celebrity influence, sampling, print advertising, public relations and social media.
The three new flavors were winners during testing. Coffee had the highest overall purchase intent in quantitative testing; chili, the "sweet heat" top-five flavor trend in 2015, was a leading flavor concept in focus groups; and honey was the most frequently requested flavor in focus groups.
(Editor's Note: I voted for coffee.)
The M&M's "Vote for Your Favorite Peanut" promotion is geared toward millennial consumers, ages 15 to 35, who are creating an evolution in snacking. According to the company, these consumers want brand manufacturers to ask for input on new products, enjoy trying new or ethnic cuisines and are four times more likely to share opinions on social media. This generation has declined in both penetration and buy rate over the last four years in the chocolate category, indicating an opportunity for growth.
Mars Chocolate North America, a unit of Mars Inc., is based in Hackettstown, N.J. Mars Inc., McLean, Va., has net sales of more than $33 billion and six business segments: Chocolate, Wrigley, Food, Drinks, Symbioscience and Petcare.
Brands include Chocolate (M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix); Wrigley (Doublemint, Extra, Orbit and 5 chewing gums; Skittles and Starburst candies; and Altoids and Lifesavers mints); Food (Uncle Ben's, Dolmio, Ebly, Masterfoods, Seeds of Change and Royco); Drinks (Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia); and Symbioscience (Cocoavia and Wisdom Panel); and Petcare (Pedigree, Royal Canin, Whiskas, Kitekat, Banfield Pet Hospital, Cesar, Sheba, Dreamies and Nutro).
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