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.