Meat And Cheese Commodity To A Meat And Cheese Lifestyle.
A 85+ year-old, family-owned food company, looking to tell their delicious story to a new generation.
The Charge
Turn a nationally distributed, 85+ yr-old, family-owned meat and cheese company facing fierce competition and changing consumer buying habits, from commodity to lifestyle brand.
The Solve
Make our rally cry “It’s a family thing” – the idea that shared experiences over food connect us whether we’re related or not. Define that special quality of modern f(r)amily and weave it into modern culture, using a keen sense of humor and experiences that open eyes and change perspectives. But never forget that quality-crafted, delicious food is the star. Explode into the snacking category, using an internet meme and a Super Bowl hack. Open a pop-up store that leads to selling a whole new revenue-generating line of meat and cheese fashion, yep you read that right. Rebuild the website to be a state-of-the-art ecommerce juggernaut. And make every touchpoint shine with fun, relevancy and mouthwateringness.
Digital
Social Content
TheResults
Sales
+8% increase retail distribution and +12% increase in average weekly sell-through from the jump
Brand Recall
Ad recall and intent metrics that blow away the CPG average (673%)
Earned Media
Broad entry into snacking with a Super Bowl hack that resulted in over a 2,600% increase in earned media
An Enduring Dent in Culture
40k lifestyle items sold resulting in a new revenue stream of over $500k and growing