Challenges
- Activate seasonal in/out equity to capitalize on Q’2 Family Day & March Break sales window
- Generate key channel awareness with out of category, off-shelf display activations
- Enhance brand equity of Planters
Next Level Thinking
- Planters and Disney are both family classics
- Elephants love peanuts! Mr. Peanut – like all of us – loves Dumbo
- License and cross-promote two iconic brands to drive trade sell-in and consumer sell-through for Planters, plus, consideration and box office for Disney!
- Ignite, influence, inspire and, ultimately, convert consumers at the P.O.S, deploying an integrated campaign; promotionally, socially and experientially
- Joint promotion to drive viewership and consumption through association during March Break
Results
- 100% sell-in to key channels and retail banners; grocery, mass and club!
- Dumbo Canada outperformed Dumbo US, Planters identified as key driver!
- Peanuts help Dumbo fly, Dumbo helped Planters fly – 100% off-shelf!
