NLT Services
Fractional CMO services, Revenue Growth Consulting, Strategy & Ideation, Partnership Marketing, Database Growth, Joint Promotion, Geo-targeted Digital & Retail Activation
key Challenges
- Seasonal Revenue: Activate seasonal in/out equity to capitalize on Q’2 Family Day & March Break sales window (typically low snack selling season)
- Grocery Channel Sell-In: Generate key channel awareness with out of category, off-shelf display activations
- Data Growth: Seeking to build national online, social & email audience database for future marcom and revgen initiatives
Next Level Thinking
- Planters is one of the most iconic brands globally
- Disney and DUMBO are evergreen brands globally
- Planters & Disney were both striving for timely – seasonal awareness
- Planters & Disney are both family classics
- Elephants love peanuts! Mr. Peanut – like all of us – loves Dumbo!
- Both parties retained complementary assets to share to drive awareness/trial: 1+ 1 =11
- Cross-promote two iconic brands to drive grocery sell-in & consumer sell-through for Planters + drive awareness of the new theatrical release of Disney’s Dumbo!
- Ignite, influence, inspire & convert consumers at the P.O.S, deploying an integrated campaign; digitally, promotionally, socially & experientially
- Joint data capture promotion to drive consumption & viewership – March Break
Results
- 100% sell-in to key channels & retail banners; grocery, mass & club
- Dumbo Canada outperformed Dumbo US, Planters identified as key driver
- Peanuts helped Dumbo fly, Dumbo helped Planters fly – 100% off-shelf
