SCHNEIDERS

CAPITALIZING ON WINTER GRILLING

DEFINE THE PROBLEM

While summer is the prime season for sausages and wieners, we identified an emerging sales opportunity in the “shoulder season” (fall and winter). The challenge was to extend relevance into colder months and inspire Canadians to keep their grills fired up year-round.

THE IMPACT

Demand for digital coupons was so high that a second batch had to be deployed, ensuring every consumer had a positive experience. Media performance exceeded KPIs, proving Canadians were ready to embrace Schneiders as a year-round grilling brand.

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DESIGN THE SOLUTION

Recognizing that shoppers were spending less time in-store and more time planning their grocery lists online, we built a digital-first campaign. The strategy: expand the reach of the Winter Grilling message nationally and position Schneiders as relevant in an unconventional season.

DEPLOY THE PLAN

We created a campaign that encouraged Canadians to embrace winter grilling as part of their cold-weather rituals. This was anchored in appetite appeal, while supported by the introduction of digital coupons to stimulate trial, engage shoppers, and drive sales.

EXECUTION

Digital-First Campaign: Extended the Winter Grilling message nationally with digital media and social.

Social Media & Instant Experiences: Created thumb-stopping, appetite-driven content to engage Canadians online.

Influencer Program: Partnered with creators to normalize grilling as a year-round behaviour.

Digital Coupons: Launched for the first time, driving strong redemption rates and incremental sales.

WHY IT WORKED

By leaning into shopper behaviour shifts and focusing on digital engagement, Schneiders redefined grilling seasonality. The campaign didn’t just drive trial — it repositioned Schneiders as relevant, inspiring, and top-of-mind even during the coldest months of the year.