“It’s not too often that competitive food companies collaborate on marketing campaigns but ConAgra and Kraft have been doing it for a decade with the classic “Rotel queso dip” popular around the holidays and throughout football season.
Tom Jensen, retail marketing expert at the University of Arkansas, said a rise in third-party shopper marketing firms are helping to spur on this trend.
“When we look into shopper baskets we see there are times that certain items are bought together. This creates a co-marketing opportunity for some suppliers to partner for special events or promotions and ensure they both make into the shopping cart,” Jensen said. Read the entire article at The City Wire