There is great opportunity for retailers to capitalise on the growing trend of occasion based shopping.

In the last few years, we have seen an increase in initiatives from Australian retailers resembling marketing that’s already commonplace internationally.

Examples of this include the Coles ‘Feed Your Family’ initiative, and a range of recipe-based websites and apps.

The challenge for retailers often comes when it’s time to execute these programs at the store level.

How do we integrate branded products into these retailer offerings, and how do we bring products together at store level?

An even harder question is, how do we get shoppers to cross the void between grocery and liquor channels to complete their meal solution?

A couple of recent initiatives from Woolworths are taking steps in the right direction by providing shoppers with simple dinner solutions while facilitating greater manufacturer collaboration.

Birch & Waite’s ‘Perfect Partner 4 Fish & Chips’ promotion includes cross category displays of fresh seafood, and brings together produce and shelf ready products.

This is a grab and go option for time poor dinner shoppers, and includes recipe cards and simple healthy options for warmer weather.

The promotion is reminiscent of the Gravox ‘Bangers ‘n’ Mash’ solution from Woolworths last winter, and is a winning formula worth repeating.

Another initiative currently in market is a Woolworths and BWS ‘Great with Seafood’ cross-channel promotion.

This drives shoppers to add a discounted wine or beer purchase to their basket as a complement to their primary seafood purchase.

It ticks the right boxes for occasion and seasonality in lead up to Easter, and meets strategic objectives by driving traffic into partner retailers.

Karen Spear is director of shopper marketing at The Zoo Republic.