SCHNEIDERS WINTER GRILLING
Capitalizing on Winter Grilling
While summer is a prime selling season for Schneiders sausages and wieners, we noticed an emerging sales momentum in the ‘shoulder season’ (fall/winter). To capitalize on this newfound relevance, we launched a Winter Grilling campaign to encourage consumers to keep their grills fired up, even as the weather turned colder.
Our campaign was a resounding success. The demand for digital coupons was so high that a second batch was deployed to ensure every consumer had a positive experience. Furthermore, media results exceeded all KPIs, and the campaign also drove thousands of new subscribers to the Schneiders newsletter.
7MM+
Impressions
5x
Lift In Reach*
3.5MM+
Unique Shoppers
7,153
New Newsletter Subscribers
(58% conversion from page visits)
Recognizing that shoppers were spending less time in-store and more time planning their grocery lists, we knew we needed to find new ways to engage them. We created a digital-first campaign that expanded the reach of our Winter Grilling message to a national audience, establishing the brand as relevant even during an unconventional time of year.
To engage Canadians throughout the winter, we focused on digital touchpoints, including social media, instant experiences, and an influencer program. We also introduced digital coupons for the first time, to stimulate engagement and drive sales.
ELEMENTS:
Paid Social
Organic Social
Shopper Media
Digital Advertising
Microsite
Contest
E-Blast
In-store POS
MORE WORK
