Popcorn, Indiana - Consumer Engagement Campaign

Story

Based on a Mintel research report, 65 percent of snackers are interested in healthy snacks; however, taste remained an important qualifier and the primary motivation behind a purchase decision. Therefore, to help Popcorn, Indiana® launch its new line of FIT Popcorn, Havas Formula established a program platform called “Fit Across America” centered on a combined better-for-you and great tasting message.

 

Havas Formula’s strategy was two-fold: Firstly, the team developed a media relations program to generate consumer awareness of the product line and its key attributes via national editorial coverage. Secondly, we aimed to drive trial via a 15-city consumer sampling tour that also layered in traditional and social media for maximum awareness. Our goal was to secure 500 million media impressions and engage 100,000 consumers.

 

For more on the full-scale Popcorn, Indiana campaign, check out this Sizzle Reel.

Tactics

  • Issue branded mailers including FIT popcorn and information to national print, online and broadcast media, as well as bloggers and influencers
  • Identify and partner with top-tier media outlets to host clever promotions and product giveaways
  • Implement a strategic, third-party influencer program to help educate consumers on FIT’s better-for-you and great tasting messaging
  • In partnership with Formula Street, our activation division, conduct a “FIT Across America” tour
  • Leverage Popcorn, Indiana’s partnership with NBC’s “The Biggest Loser” on both a national and regional level to support ongoing efforts to build buzz
  • Leverage media coverage and supporting social media and brand activation initiatives to encourage an increase in distribution and sales

Results

  • Campaign garnered nearly 300 media placements, earning more than 1 billion impressions and ad value equivalency of $7.45M (38:1 ROI)
  • FIT was featured on the Today show, The Couch, NBC News, The Daily Buzz, Yahoo! News, and Fit Sugar, among many others
  • Product earned several healthy snacking accolades from esteemed publications such as SELF, Cooking Light and Health Magazine
  • Social media efforts gained 4,471 fans and followers across numerous platforms (Facebook, Twitter, Instagram and Pinterest)
  • Formula Street executed 70 events in 18 markets. Brand ambassadors engaged with more than 130,000 consumers, distributing 119,100 product samples and 13,650 coupons
  • FIT launch was the fastest growing brand build in company’s history—with distribution gains in Wal-Mart, Walgreens, Whole Foods, Sam’s Club, Safeway, Bed Bath & Beyond, and 7-11—and 2013 sales exceeded goal by 160 percent

Havas Formula

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San Diego
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92110
619.234.0345

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