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Renaissance Food Group debuts mobile marketing initiative

Renaissance Food Group selected Mobishelf, a division of Plastech Specialties Co., to collaborate in the development and implementation of a new mobile marketing initiative for RFG’s “Chef Essentials” product line.

Plastech Specialties manufacturers point-of-purchase materials for supermarkets and food manufacturers across the United States; the company’s Mobishelf division is a means for the company’s clients to expand their marketing efforts by creating, hosting and managing mobile-phone-friendly web sites accessed via QR codes.

Mobishelf programmers worked with RFG to create customized mobile web sites for all 33 products in RFG’s “Chef Essentials” line. Each of the sites includes recipes, nutritional information as well as video cooking demonstrations. The result is an enhanced “Chef Essentials” line that generated significant praise from RFG’s retail customers across the country.

“Consumers are relying more on their mobile devices for information about products before they make a buying decision,” Pat Delaney, president of Plastech Specialties, said in a press release. “Since two out of three buying decisions are made at the shelf, that’s the time and place to deliver the marketing message. There isn’t a more effective way to do this than with mobile web sites and high-quality point-of-purchase materials.”

Jim Catchot, president of RFG, which is based in Monrovia, CA, added in the press release, “My favorite new feature is the addition of the QR scan cooking video that instantly shows how to prepare, cook and serve.”

The new “Chef Essentials” line and mobile web site launched nationwide in September.