Leveraging Ib Hnub So Ua Ib Lub Hom Phiaj Blockbuster

Thaum Nestle xav kom nws cov khoom noj txom ncauj zoo dua, nws tau sau lo lus "smeals": ib nrab khoom noj txom ncauj thiab ib nrab pluas noj. Tej zaum peb tuaj yeem siv lwm lo lus tshiab los piav txog kev sib txuas ntxiv ntawm cov khoom noj txom ncauj thiab hnub so. Yuav ua li cas yog "Valen-dine's Day"? Peb yuav tawm mus rau "snolidays," thiab cov tuam txhab yuav "muag-ebrate," tapping hnub so los txhawb kev muag khoom.

Hnub so thiab F&B hom yog nquag ua si hauv Ntuj Ceeb Tsheej. Qee cov khoom lag luam pom cov nyiaj tau los nce rau hnub Valentine, Christmas, lossis Halloween. Tab sis qee cov khoom tau txais kev pab los ntawm lwm cov hnub so.

Thaum Ira "Bob" Yug, tus tsim ntawm Just Born, chaw tsim khoom ntawm Peeps, cov khoom qab zib nrov Easter marshmallow, tuag ntawm 98 thaum Lub Ib Hlis 29, nws tau tso tseg tsev neeg, phooj ywg, thiab F&B cov neeg qhuas. Nws kuj tau tso tseg zaj dab neeg ntawm yuav ua li cas nws tsim lub hom lag luam thoob plaws, ib feem los ntawm kev siv cov hnub so uas feem ntau cov tuam txhab tsis quav ntsej.

Hook koj lub hnub qub rau hnub so

Thaum cov khoom tuaj yeem txuas nrog hnub so, nws tuaj yeem txhawb cov nyiaj tau los thiab kev xav tau roj txhua xyoo. Peeps, ib feem, parlayed cov duab ntawm luav thiab me nyuam qaib rau hauv Easter boom, ib yam li lub plawv zoo li candies epitomize Valentine hnub. Nws yog ib qho xwm txheej ntawm kev hloov hnub so rau hauv qhov chaw tso tawm los txhawb kev thov, ib yam dab tsi tsis paub hauv F&B.

Thaum qaib ntxhw raug khi rau Thanksgiving, Christmas yog qhov sib txuam nrog cov khoom qab zib canes. Halloween yog hnub ntawv liab rau ntau lub npe F&B raws li cov neeg siv khoom yuav khoom los ntawm lub hnab - ntau dua li kev noj ib leeg.

Cov neeg siv khoom tau npaj siab yuav siv $ 25.9 nphom lub lim tiam no rau hnub Valentine, nce los ntawm $ 23.9 nphom hauv xyoo 2022, hauv "ib lub xyoo siv nyiaj ntau tshaj plaws hauv cov ntaub ntawv," raws li kev tshawb fawb txhua xyoo los ntawm National Retail Federation (NRF) thiab Prosper Insights & Analytics. . Ib qho loj ntawm cov khoom qab zib yog siv rau cov khoom qab zib, txawm tias roses yog cov kev yuav khoom nrov thiab cov hniav nyiaj hniav kub coj cov nyiaj ntau dua.

Pab los ntawm hnub so

Tsuas Yog Yug Zoo Confections pom qhov tsis hnov ​​​​qab, tab sis tseem tshaib plab, hnub caiv los nqa nws lub npe rau. Nws tau tsim Peeps rau hauv kev lag luam loj, ib feem los ntawm kev coj mus rau lub luag haujlwm ntawm luav hauv kev ua koob tsheej Easter. Peeps 'marshmallow chicks thiab bunnies, lub tuam txhab hais tias, yog "tus naj npawb ib qho khoom qab zib Easter khoom qab zib hom." Tsuas yog Yug xyoo no tau pib nws Peeps Easter "khoom qab zib sau" ntxov dua li yav dhau los, thaum Lub Ib Hlis. Yog tias Christmas tuaj yeem yog lub caij, vim li cas ho tsis Easter?

Tsuas yog Born siv tag nrho cov txiaj ntsig ntawm Easter kev sib txuas. Ntxiv rau Peeps muag, www.peepsbrand.com muaj cov tswv yim Easter khoom siv tes ua. Lub tuam txhab tau hloov cov tsiaj-themed kho rau hauv Easter kev lig kev cai. Tab sis qhov ntawd tsuas yog ib feem ntawm zaj dab neeg. Hooking mus rau hnub so tau pab, tab sis tsis yog ib qho nyuaj ntawm txoj kev, thiab hauv zaj dab neeg, uas ua rau Peeps nrov dua.

Ib lub tuam txhab yug

Sam Born qhib lub khw muag khoom qab zib me me hauv Brooklyn, tab sis tsis ntev tau mus ntawm khw muag khoom mus rau kev tsim khoom. Nws thiab cov kwv tij Irv thiab Jack Shaffer loj hlob lub tuam txhab ua ke, hloov lawv cov nroj tsuag mus rau Pennsylvania. Sam tus tub, Ira "Bob" Yug, tau koom nrog lub tuam txhab hauv xyoo 1945, tom qab kawm tiav los ntawm Lehigh University nrog kev kawm tiav hauv engineering physics thiab ua haujlwm hauv Navy hauv Ntiaj Teb Tsov Rog II ua tus kws tshaj lij radar thiab tus thawj coj ntawm lub nkoj tua rog hauv Pacific. Navy tau tshaj tawm tias nws xa nws mus rau University of Arizona thiab MIT rau kev kawm tiav hauv lej thiab physics.

Bob Born tau thov thiab raug lees txais mus rau tsev kawm kho mob thiab, thaum nws tab tom tos cov chav kawm pib, txiav txim siab los pab nws txiv nrog tsev neeg ua lag luam. Qhov seem yog keeb kwm, raws li tsev kawm kho mob poob rau txoj kev.

Txaus siab rau kev yuav khoom

Yug tsis txaus siab rau kev kho mob zoo li hauv kev siv tshuab, uas yuav sai sai ua ib feem tseem ceeb hauv lub tuam txhab kev loj hlob. Tsuas yog Yug los sai sai mus los ntawm cov cuab yeej siv qis mus rau tech innovator, uas tau pab nws nce kev muag khoom.

Xyoo 1953, Just Born yuav lub tuam txhab Rodda Candy, uas feem ntau ua jellybeans. Nws kuj tau ua marshmallow kho los ntawm tes. Bob Born tus keeb kwm yav dhau los ntawm engineering tau los ua ke thaum nws thiab lwm tus engineer siv ib xyoos los tsim cov tshuab los tsim cov khoom.

"Tsis muaj leej twg ua li ntawd," Ross Born, yav dhau los Just Born co-CEO, hais rau Lehigh Valley Xov Xwm. "Koj tsis tuaj yeem yuav lub tshuab zoo li ntawd, yog li nws tsim nws."

Cov tshuab tau tshaj tawm tias kev tsim khoom tau nrawm los ntawm 27 teev mus rau ob peb feeb xwb. Thiab Peeps tau mus los ntawm cov khoom lag luam niche mus rau lub teb chaws zoo li Easter tau pab txhawb kev muag khoom. Tam sim no lub tuam txhab tuaj yeem ua tau raws li qhov xav tau tam sim ntawd.

Khoom noj txom ncauj thiab hnub so

Easter, nws hloov tawm, tsis yog tsuas yog muaj qhov chaw loj ntawm Just Born daim ntawv tshuav nyiaj li cas. Nws yog ib hnub loj rau F&B tag nrho. Cov neeg siv khoom npaj yuav siv qhov nruab nrab ntawm $ 53.61 ntawm zaub mov rau ib tus neeg rau lub xyoo so, nce ntawm $ 37.67 hauv xyoo 2009, uas sib npaug rau $ 6.58 billion, nce ntawm $ 4.11 billion.

Easter tseem yog ib feem loj ntawm Just Born's Peeps hom phiaj xwm. Thiab hnub so tseem yog ib feem loj ntawm Bob Born lub neej thiab keeb kwm. Yug nkag siab txog kev sib txuas ntawm hnub so thiab hom. Thiab hnub so tuaj yeem dhau los ua lub sijhawm los txhim kho cov nyiaj tau los nrog rau lub koob npe nrov.

Bob Born kawg tau mus xyuas lub Hoobkas Just Born thaum Lub Ob Hlis 15, 2019, thaum lub nroog Bethlehem, PA, tshaj tawm thawj hnub ntawm lub caij Easter "Bob Born Day."