SCHNEIDERS RELAUNCH
The campaign that reimagined deli sandwiches
Canadians make compromises every day: we crave sweets but don’t want the sugar; we want to hit snooze but can’t afford to be late. We know what we really want, but we also know we need to make smarter choices. Few companies understand the art of delivering great taste without compromise, but Schneiders does. And now, they had a solution that’s better for you, too.
Schneiders launched a new deli meat with 25% less sodium and all the flavour consumers expected from the brand.
Our mission was to inspire deli lovers to craft their perfect sandwich and enjoy it guilt-free. We developed an inspiring campaign that encouraged consumers to make a healthier deli choice without compromise.
To inspire consumers to explore new ways to surprise and delight their guests, we introduced an elevated sandwich bar that allowed them to enjoy sandwiches tailored to their taste. Through an integrated in-store and digital campaign—featuring complementary product partners—we engaged consumers with deli-inspired recipes they could recreate at home.
6M
Digital Impressions
Schneiders Eblast Exceeded all Success Benchmarks
Mail-to-Home Coupons Gone in One Day!
(opens, CTR, bounce rates)
To support the launch of new Schneiders Deli SKUs, we focused on highlighting the brand’s USP: exceptional taste and low sodium.
We leveraged partner marketing to maximize the value of promotions and offers while incentivizing retailer participation at the store level to drive incremental sales.
At the pre-shop stage, we used digital media to influence one of the most crucial points in the purchase journey: planning the weekly grocery shop. In-store, we leveraged appetite appeal to draw shoppers to the Art of the Sandwich platform and drive purchase through partnership offers. Additionally, we utilized both paid and organic social media to engage a dedicated audience, build awareness for our creative platform, and showcase the new low-sodium Deli SKUs.
Under the Art of the Sandwich platform, we introduced a compelling partnership offer and linked it to a branded experience that captured imaginations by providing deli-style sandwich inspiration.
ELEMENTS:
Brand Partnerships
In-store POS
Paid Social
Organic Social
E-Blast
Shopper Media
In-store and Digital Coupons