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Situation

While launching a new yogurt product across California markets, Ehrmann was seeking ways to enhance marketing and media efforts while driving sales and brand awareness.

Approach

Ehrmann and agency partner MEC presented upcoming media and marketing launch plans to Midas for review, who agreed to deliver trade savings against Ehrmann’s media buys. In exchange, for every dollar in guaranteed trade savings, Ehrmann issued short dated product valued at full wholesale value to Midas for liquidation. Midas liquidated yogurt product to Grocery Outlet, an untapped new channel of distribution for Ehrmann.

  • In exchange for every dollar in guaranteed trade savings, Ehrmann issued short dated product valued at full wholesale value to Midas for liquidation. Midas liquidated yogurt product to Grocery Outlets, an untapped new channel of distribution for Ehrmann.

Results

Ehrmann recovered full book value on inventory and expanded distribution to new channels, while reducing cash outlay on pre-planned media. Midas delivered all media planning requirements to client and agency specifications and guidelines.