NLT Services
Fractional CMO Services, B2B Sell-In , Strategy & Ideation, Geo-targeted
Digital, Field & Retail Activations, ConsumerData Capture
Challenges
- Awareness: Launch a new product “Planters PB” in a mature/dominated category
- Retail Sell-in: Drive multi channel & key account sell-in & consumer sell-through
- Consumer Engagement: Engage influencers, buyers & users of Peanut Butter
- Competitive Differentiation: Create a unique point of difference for the new PB
- Trial & Purchase: Drive consideration for & trial of Planters Peanut Butter
- Brand Extension: Product extension from snacking nuts to spread
- Budget Constraints: Hyper- Limited budget national program
Next Level Thinking
- Category dominated by a global leader – limited shelf space in grocery retail
- “It Just Makes Sense” that a Peanut & not a Bear should carry the Peanut Butter torch!
- Create & present a channel specific B2B Go To Market plan for Grocery/Mass Banners
- Curate & create 12 distinct Planters archetype profiles
- Develop, plan, buy & activate a Planters “It Just Makes Sense” omnichannel (video, digital, social, OOH, PR & experiential), media & content launch campaign
- Intercept & engage influencers, users & buyers, activating in key markets with a digitally/socially led geo-target campaign &‘try it to buy it’ ‘sampling program
Results
- Mission accomplished – 100% sell-in of Planters Peanut Butter to targeted national accounts including; Loblaw’s, Metro, Sobeys, Wal-Mart & Costco!
- Exceeded 1+ Million Youtube video views – outpacing all Planters videos to date!
- Robust audience growth: Social, SMS & email + 5-1 Media R.O.I!
- Extended with 3 years of national B2B & B2C programs for Planters
