If you’ve ever met with school admissions officers, you’ve probably heard them say that the best admissions essays come from applicants who write about “what they know best.” My high school self took that advice to heart- and so I decided to write my college entrance essay about s’mores. I won’t lie, I loved that essay. I had some truly poetic descriptions in there… toasting marshmallows, melting chocolate, enjoying the sunset. I was pretty proud.
My love for s’mores hasn’t died down one bit since high school. I even had my parents bring me graham crackers when I was studying abroad so I could teach my new international friends the magnificence of the s’more (I know, I’m such a good cultural ambassador, right?). So you can imagine my squeals of delight when I saw the grocery store display pictured below.
I’ve talked in prior posts about product adjacency strategy, which is when when a store sells related products near each other to trigger additional purchases. For example, a display of Oreo cookies right by the milk in the dairy case. The hope is that the customer goes to buy milk, sees the Oreos, makes the connection and BAM, two sales instead of one. But in the case of the s’mores display to the left, the product match-up is most certainly not subtle. This is a promotional bundle, and the special price advertised for each component only applies if you buy all three of the products in this display. You have to buy the exact same size, brand, etc. or the discounts don’t apply.
I obviously don’t know what impact this display has had on store sales, but I love the idea. I can totally imagine someone walking through the store, seeing the display, and deciding to impulse buy these three ingredients to have some s’mores fun. I’d be curious to see other bundle displays that are less situational and more everyday- items that are more likely to already be on someone’s shopping list, like peanut butter, jelly and bread. My guess is that the shopper behavior around a peanut butter display would be different. I’m sure it’d sell because of its practicality, but it probably wouldn’t elicit the same emotional response as a display tempting you to make a delicious treat of marshmallows and chocolate.
Just for the record, my s’mores essay was one of three that I wrote for college applications. The other two essays were about one of my top hobbies and…. the world’s largest bottle of ketchup. But let’s not joke around here- I’ll take s’mores over ketchup ANY day.