Challenges
- Launch a new product “Planters Peanut Butter” in a mature & dominated category
- Drive key account sell-in and consumer sell-through
- Engage influencers, buyers and users of Peanut Butter
- Create a unique point of difference and find white space for Planters at market entry
- Drive national trial and consideration for Planters Peanut Butter
Next Level Thinking
- “It Just Makes Sense” that a Peanut and not a Bear should carry the Peanut Butter torch!
- Create and present custom B2B RoadShow/Marcom Plans for the Grocery & Mass channels
- Curate and create 12 distinct Planters archetype profiles
- Develop, plan, buy and activate a Planters “It Just Makes Sense” omnichannel (video, social, OOH, PR and experiential), media and content launch campaign
- Intercept and engage influencers, users and buyers, activating a key market, digitally-led V.E.C.T.O.M sampling program
Results
- 100% sell-in of Planters peanut butter to leading national accounts including; Loblaw’s, Metro, Sobeys, Wal-Mart & Costco!
- Exceeded 1+ Million video views – outpacing all Planters videos to date!
- 5-1 Media R.O.I!
