To position the brand as an everyday snack, and therefore grow sales and HH penetration, we targeted in on a key audience: affluent Millennial snackers.
Our strategy connected playful “Snack in TERRAcolor” messaging, positioning the brand as a fun, colorful, everyday snack to consumers through paid, owned, and earned channels – leading with mobile and social-first to align with the target’s core consumption. Video creative was distributed through a rich cross-platform video plan (Connected TV, full episode players, social, premium & programmatically purchased video – i.e. Hulu, YouTube) to tell our story and drive buzz.
Among our strong business results were:
- A 67% increase in aided awareness
- +6.85% increase in sales connected to media impact
- After Y2 of the campaign, purchase intent rose to 36% greater than the competitive set we track