It’s winter. Fish is the diet dinner du jour, and waistlines are at issue – especially after the holiday season’s Millennium fetes.
Apart from the restaurant crowd and entertainers, for whom supply-sensitive pricing isn’t a deterrent, who’s baking it from the box at home? Working parents who make $50,000 to $74,999 a year in service, technical, and sales jobs, and who devote off-hours to family – whether it’s home-improvement chores with country music in the background, or a camping and fishingtrip.
That’s the frozen fish consumer profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you’re promoting to these consumers, focus on kids and country.