Shelf Impact! also asked readers the following question: If you have used celebrity endorsements in the past year, how have consumers received them as part of your on-pack promotion? Here are some of your answers.

“We contract with a celebrity chef to help determine recipes for some of our private-label foods. We don't advertise the chef on the packaging (nor do we use POS). We let our customers know about the chef's involvement when the items are introduced via our own monthly publication, which is distributed to our customers. Customers go to our locations looking for the new items. And the use of a chef seems to reinforce with our customers that we're truly focused on quality at a good price.”

“Maybe our ad got noticed a little more, but we did not see it bring any increase in sales.”

“Good response.”

“It had no impact on sales, and the customers perceived it as a waste of time and money on our part.”