Challenges
- Engage tomorrow’s consumers today – University Students, living on their own for the first time!
- Develop a memorable and integrated program [on campuses regionally – extended online nationally]
- Generate key messaging to support Planters taste proposition in the crowded snack & spread segments
Next Level Thinking
- Ideate & activate an omnichannel proprietary program – #WhatTeam [Salty or Sweet]
- Create a competitive taste test eliciting consumer feedback for future messaging and amplification
- Integrate traditional sampling with digital/social content to ignite trial and inspire data acquisition
- Curate, create, intercept, and engage; influencers, buyers, and users – traditionally, digitally, and socially
- Deploy a 7 Point Immersive Campaign; digital, social, experiential, branding, search & social advertising, new product sampling, promotional – all driving data capture and demand
Results
- Key insight confirmed – 3 of 4 consumers prefer the taste of Planters over Leading brand!
- Generated national awareness, extended budget, amplified regional program/content, nationally!
- Ignited sell-through in both grocery & mass channels, engaging 200,000 + participants!
