The charcuterie craze, still going strong, is among the many reasons cross-merchandising cheese with other grocery store items — including many found in fresh perimeter departments — is more popular than ever.

One of the biggest trends in cross-marketing cheese with other grocery foods is emphasizing how a product is used, said Chris Eastwood, business development manager — US retail, for the California Milk Advisory Board (CMAB).

“Whether it’s online, in print, or in-store, the focus is on curating complete solutions — like grouping all the ingredients for a recipe on a landing page and replicating that assortment in-store.”

That cohesive approach, he said, makes it easier for shoppers to discover, visualize, and purchase everything they need in one place.

The most successful cross-marketing promotions and programs include many branded touchpoints through a shopper’s journey, from in-store displays, to point of sale materials, to demos, take-home recipes and even retailer supported ads, said Michelle Trowbridge, director of channel marketing and project management for Dairy Farmers of Wisconsin (DFW).

“We work with our retail partners to provide a cohesive Why Wisconsin story — from the quality of our milk and our cheesemaking traditions to the US and World Championship Awards won by our cheesemakers.”

Foods that specialty cheese shoppers frequently cross-merchandise with cheese include artisan/bakery items, craft chocolate and charcuterie, Trowbridge said.

 “Shoppers are combining these gourmet accompaniments into cheese boards, pairings and specialty bites. Specialty cheese shoppers seek elevated experiences through artisan foods.”

These consumers focus on pairing ideas to help them elevate everyday experiences, Trowbridge added, and they like being inspired in-store. One example is seasonally themed cross-merchandising that stimulates impulse purchase and creates shopper satisfaction.

Partnering power

CMAB collaborates closely with both producers and retailers to create cross-marketing programs that spotlight Golden State cheese producers. The board often partners with other trade organizations — for example, co-hosting in-store demos with California Walnuts, promoting breakfast pairings with bakery items, and cross-marketing mangos alongside Hispanic-style cheeses.

“These partnerships allow us to tell a broader flavor or usage story that benefits everyone involved,” Eastwood said.

One effort that stands out in particular is an omnichannel campaign CMAB ran with California Walnuts and the National Mango Board at Southern California retail chain Gelson’s.

It included in-store demos, influencer and social media activation, and a unique collaboration with Gelson’s wine bars to feature curated pairings, Eastwood said.

“It was a full-store experience that tied together education, engagement, and trial.”

One cross-marketing effort that’s not new but that continues to pay dividends for retailers is merchandising fresh mozzarella in ice baths alongside ripe tomatoes. It creates an “appealing visual and intuitive pairing” in grocery stores, Eastwood said.

The board has also has many of its retail partners score big by placing deli cups of crumbled blue cheese or grated cheeses next to bagged salads and dressings. It enhances the shopping experience, Eastwood said, by making it easy for customers to visualize meal solutions, and it seamlessly ties together in-store presentation with digital promotions and recipe-driven banner ads. Specialty cheese is being cross-marketed more strategically than ever, driven by shoppers’ desire for both convenience and inspiration. Cross-merchandising, Eastwood said, takes the guesswork out of meal planning by showing how cheese fits seamlessly into everyday routines, while digital formats like shoppable recipes and e-commerce bundles make it even easier to try something new.

At the same time, he added, cheese is branching beyond traditional pairings — showing up alongside craft beverages, upscale snacks, and other indulgent items — to meet the growing demand for entertaining at home.

On an impulse

Many people love to show their creativity to others by pairing specialty cheeses in unique and interesting ways. Through its themed marketing assets, including supported retailer ads, DFW helps retailers create those moments to stimulate impulse purchases and help to ensure shopper satisfaction.

The group offers a library of shopper marketing content and assets around pairings, recipes and perfect bites designed to engage shoppers to not only discover their next favorite cheese, but to understand how they can enjoy it best.

“We want to be our retail partners’ go-to resource to help their specialty cheese department be successful and be the destination for consumers for the knowledge, inspiration, and world-class cheeses shoppers seek supported by best-in-class programs only Wisconsin, The State of Cheese offers.”

DFW also offers a calendar of promotional support across in-store and digital tactics to stimulate purchase, leverage peak seasons, establish new products and enhance the shopper experience for consumers.

The association also provides educational resources supermarket retailers can use with their employees.

Its Cheese State University education program, for example, is a free resource for cheese professionals to continue their knowledge of cheese. From learning the history of cheesemaking, through Merchandising and Selling Cheese, CSU is a wealth of knowledge for those just starting in the cheese business, to those studying for the American Cheese Society CCP exam.

“Through the use of CSU, cheese specialists are gaining knowledge and confidence to elevate their cheese departments, and help in basket-building with pairings, tastings and demos.”

DFW’s latest Shopping Journey Study found that 92% of shoppers notice and/or seek out information in the specialty cheese section, 38% notice and/or seek out cross-merchandising and 65% of shoppers buy other things to pair with their cheese, both in and out of the specialty food section. These include bread/crackers, meat, produce, oils, alcohol and an assortment of dips, pickles, olives and spreads.

Dairy Farmers of Wisconsin Shopping Journey Study

• 92% of shoppers notice and/or seek out information in the specialty cheese section.
• 38% notice and/or seek out cross-merchandising.
• Nearly 50% of shoppers encountered some type of sampling experience, whether it was a sample provided by a cheese specialist, a passive sample display or a cheese demo on a specific cheese.
• 65% of shoppers buy other things to pair with their cheese, both in and out of the specialty food section.

Try it!

One trend that Dairy Farmers of Wisconsin is happy to see on its way back, Trowbridge said, is sampling. DFW research shows in-store sampling has the potential to dramatically increase specialty cheese sales.

In its most recent Shopping Journey Study, the association found that nearly 50% of shoppers encountered some type of sampling experience, whether it was a sample provided by a cheese specialist, a passive sample display or a cheese demo on a specific cheese.

“We know cheese is a sensory experience, so the more often a shopper has the chance to try a cheese, the more likely they’ll make a purchase of one or more cheeses they didn’t plan on buying.”

One example DFW often uses in promoting Wisconsin cheese is the idea of building a cheese grazing board, Trowbridge said.

With two to three Wisconsin Cheeses at the heart of the board, DFW encourages retailers to build displays with products that accompany the specific types of cheeses on promotion. The group’s pairing guides and “bite building” assets are great reference tools both for retailers and for shoppers.

DFW has also supported retailer ads featuring items consumers frequently use together to create a meal solution such as pasta, tomato sauce and specialty cheeses and a parmesan wedge.