Business View Caribbean | Volume 8, Issue 7

47 BUSINESS VIEW CARIBBEAN VOLUME 8, ISSUE 7 experienced were not unique to us,” Rhoden- Gordon recalls. “The marketing team had to pivot and simply ensure that our products and brands remained top of mind.” Since offering free samples in the supermarket was no longer permitted, the company had to come up with innovative ways to enhance brand experience, attract customers, encourage trial and repurchase. “We utilized banded offers in retail outlets, and increased our consumer engagement initiatives while educating consumers on the benefits of our products,” Rhoden-Gordon says. “We embarked on a hybrid communication approach leveraging digital DA I RY INDUSTR I ES JAMA I CA L IMI TED and traditional media for those consumers who rely on newspaper and television as their main source of information.” The pandemic also led to shortages and delays in procuring ingredients required to manufacture their products. “There were instances where we explored modified ingredients and that did impact our ability to supply our customers last year,” Walker explains. “However, we are now in a position where we better understand the impacts of the pandemic, so we are able to execute relevant plans in accordance with our business continuity model.”