MAPLE LEAF PRIME
Easy, flavourful grilling recipes.
Chicken is universally loved and consumed protein. Consumers view it as a healthy meat, easy to prepare, with short cook times. However, this perception applies primarily to chicken breasts – consumers are less familiar with back end cuts, eat them less, and are unaware of how to prepare and serve them. This represented an operational and sales challenge – how do we ensure sales of the entire chicken, including dark meat cuts?
• SHOPPER MARKETING
We were tasked to encourage and inspire Canadians to consider the versatility of backend chicken cuts (thigh & drumstick) vs. only the chicken breast.
Educating and inspiring consumers on the positive attributes of back end chicken assured shoppers that these cuts are just as easy to prepare and cook as breasts – all during the peak grilling season of summer.
Our approach actioned new triggers to engage shoppers, and reinforce the ease of preparation, taste and quality of Maple Leaf Prime.
In store, our POS used QR codes to help motivate a next step for shoppers to be further inspired through digital media and video content.
We distributed the Maple Leaf Prime grilling guide aimed to create recognition, and capture the shopper’s curiosity to see what new ideas Prime had for the grill this year.
Digital media and video content showcased appetite appeal and the ease of preparation, which got consumers excited about the potential of incorporating the less familiar cuts into their regular meal repertoire.