case study food trucks and land-o-lakes promotion
DESCRIPTION
The Grilled Cheese Experience How do you drive awareness and household penetration in key markets while combating the competitive direct-store-door presence of well-funded competitors like Boar's Head and Dietz and Watson? Mobile Mex Media Group engaged area shoppers in the parking lot of their favorite grocery stores with a branded Land O Lakes® Deli Cheese sampling experience. Consumer research tells us that 80% of consumers who like a product they try at a sampling event will purchase it. Combustible Results: Developed a detailed Quantum Report utilizing both quantitative sales data (both retailer supplied and IRI) and qualitative data (deli buyers, store and deli managers and Land O’Lakes sales team interviews). The report showed that retail locations with the event significantly outperformed (in terms of pound sales) those stores within the same chain without the event. The events contributed to volume and share growth in Philadelphia and built stronger relationships with individual store managers, deli managers and deli workers.TRANSCRIPT
Case Study: Client: Land O' Lakes Challenge: How do you drive awareness and household penetration in key markets for a premium brand while facing stiff competition from well funded direct store delivery and private label brands? Solution: Engage shoppers in memorable campaigns in-store, online and on the streets.
The Grilled Cheese Experience How do you drive awareness and household penetration in key markets while combating the competitive direct-store-door presence of well-funded competitors like Boar's Head and Dietz and Watson? Mobile Mex Media Group engaged area shoppers in the parking lot of their favorite grocery stores with a branded Land O Lakes® Deli Cheese sampling experience. Consumer research tells us that 80% of consumers who like a product they try at a sampling event will purchase it. Combustible Results: Developed a detailed Quantum Report utilizing both quantitative sales data (both retailer supplied and IRI) and qualitative data (deli buyers, store and deli managers and Land O’Lakes sales team interviews). The report showed that retail locations with the event significantly outperformed (in terms of pound sales) those stores within the same chain without the event. The events contributed to volume and share growth in Philadelphia and built stronger relationships with individual store managers, deli managers and deli workers.
Your Own Memories How do you engage growing family Moms while keeping your product top of mind during seasonal baking periods. Mobile Mex Media Group partnered with the Land O'Lakes test kitchen, photographers and online agency to create and photograph memorable recipes promoted in print but attached to unique URLs and QR codes.
Combustible Results: From Pinterest to Facebook to Landolakes.com clicks and searches on these recipes was record breaking.
Memorable Moments How can a premium brand differentiate itself from better-funded competitors and strong store brands at the deli counter while engaging busy Mom in a memorable way? To differentiate the Land O’Lakes brand at retailers, Mobile Mex Media Group created a shopper marketing campaign to drive sales, enhance the brand and create a lasting, ownable marketing platform and retail tools. Our approach is based on shopper psychology:
Occasion driven (leveraging brand strategy of driving consumption during multiple day parts) End visualization image to stop and engage the shopper Offers to drive closure
Combustible Results: Utilizing quantitative sales data and qualitative shopper survey data. It demonstrated that the first installment of the campaign “Make A Lunch To Remember” contributed to a double-digit increase in in-store sales and positive ROI. About Mobile Mex Media Group LLC: Mobile Mex Media Group is a nationally recognized Non-Traditional Outdoor Mobile Advertising Company. Not only do we operate our own fleet of the Mobile Food Trucks, and Digital Media Company, but we are also experienced marketing & advertising professionals. We specifically plan campaigns to ensure that our clients' Advertisement have the best possible exposure to their TARGET audience. Our primary goal is to deliver your brand message to your consumers. by Steve Lopez, Media Contact: E-mail: [email protected]