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Problem:

Farm Rich’s new “Real-Life Good” brand strategy was developed to raise the frozen snack’s brand awareness and relevancy among Millennial Moms. But how do you activate the “Real-Life Good” brand promise at key retailers like Walmart and Meijer? How do you engage shoppers and drive them to the frozen aisle? How do you generate incremental sales and build the basket? That was MarketingLab’s job.

Strategy:

MarketingLab mined shopper and retailer insights to discover time-starved moms were looking for easy-to-prepare, great tasting, snacks and meals for planned and “drop-in” occasions. Retail Buyers were looking for ways to drive traffic down the frozen aisle by making products relevant to Millennial Moms. From after-school drop-ins or practice nights to Halloween parties or holiday visits, Farm Rich needed an omni-channel, retailer supported campaign to deliver time-starved Moms tasty solutions by budget, time, occasion or meal type. Now that’s Real-Life Good.

20 Minutes to Tasty

Idea:

MarketingLab showed Millennial Moms how easy it is to turn Farm Rich Frozen Snacks into fun snack hack or meal hacks with “20 Minutes to Tasty.” MarketingLab brought together partners (e.g. Bakery Buns) to create “food hacks” using the various Farm Rich products. With a few simple ingredients, Farm Rich Frozen Snacks like Buffalo Chicken Bites became Buffalo Chicken Sliders. Food hacks were created to leverage various events and occasions such as Football Tailgating, Halloween and even after-school snacking. The “20 Minutes to Tasty” food hacks were delivered in-store, through digital and social media and retailer digital assets for maximum retailer support to drive trip traffic and boost basket size.

Farm Rich in-store demo cart Farm Rich in-store recipe cards Farm Rich in-store freezer signage

In-Store

Demo carts offering samples and recipe cards drove trial while freezer signage engaged shoppers with fun and thoughtful food ideas for the season.

Farm Rich online banner ad Farm Rich custom Walmart brand page (desktop) Farm Rich custom Walmart brand page (mobile)

Online

Custom Walmart brand page provided snack and meal hacks by occasion, speed or price point, while sweepstakes and digital banners rewarded customers with prizes and coupon offers.

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Results:

Over the 12 week push period Walmart stores saw a dramatic increase in overall sales.

The Frozen Buyer at Meijer loved the idea, gave Farm Rich significantly more support than the brand had ever previously received, and drove a year over year sales increase of over 300%.

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