Situation
Farm Rich needed to activate their “Real-Life Good” brand promise at key retailers to engage shoppers, drive traffic to the frozen aisle, generate incremental sales, and build baskets.
Insight
After mining shopper and retailer insights, MarketingLab discovered that time-starved Millennial Moms wanted easy-to-prepare, great-tasting snacks and meals for both planned and “drop-in” occasions.
Solution
MarketingLab gave Farm Rich an omni-channel, retailer-supported campaign that delivered on their “Real-Life Good” promise, giving Millennial Moms tasty solutions by budget, time, occasion, or meal type. “20 Minutes to Tasty” showed moms how to quickly add a few extra ingredients to Farm Rich Frozen products to create fun new snack and meal hacks for any occasion.
Campaign/Project Duration
12 Weeks
Market(s)
National
Retailer(s)
Walmart, Meijer
Media
Digital, Social, Retailer Website
Partnership(s)
Bakery Buns, Dr. Pepper
POS
Security Shrouds, Demo Cart, In Aisle Signage, Freezer Door and Bunkers
MarketingLab IP
Voice of Shopper (VOS) Research
SellCheck
ShopperVerse® Strategic Planning
Tactics
Custom Brand Store
Provided snack and meal hacks by occasion, speed, or price point.
Digital Banners
Rewarded customers with sweepstakes prizes and coupon offers.
Demo Cart
Offered samples and recipe cards to drive trial.
Freezer Signage
Engaged shoppers with fun and thoughtful food ideas for the season.
Results
Walmart stores saw a dramatic increase in overall sales. At Meijer, Farm Rich gained significantly more support than the brand had ever received.