Audience Intelligence, Broadcast Media, Digital Media, Social Media, Outdoor, Endemic Partnerships, Creative, Content, Production, Just BARE Chicken, Case Study
Create awareness, interest and sales of premium fresh poultry brand, Just BARE, as it gains distribution area-by-area across the U.S. Disrupt shoppers' long-standing buying behaviors in a highly-commoditized, low-thought category.
There's a growing population of adults in the U.S. (62.6 million) that specifically buys organic or natural foods. This audience is increasingly focused on food sourcing, especially when feeding their family. Meat ranked in the top-3 most important items.
We dared to ask, "Who makes your food?" Taking a cue from the food source code on packages of Just BARE, we created an ad campaign focused on a few Just BARE chicken farmers. Shoppers would build an emotional connection to these farmers.
A data-driven, cross channel media approach was used to drive purchase intent among organic and natural food shoppers. But, we owned dinner moments through daypart domination and partnerships with Food Network, Spotify, and Food52.
To grow relevancy of Just BARE and deepen a connection with dinner moments, we partnered with Food52 for a branded content series.
Partnered with Weather.com and Watson from IBM to trigger ads in geographic areas where weather was ideal for grilling.
Sales increase year-over-year
Purchase intent after campaign exposure