Food Brand Case Studies
A Brine Fine Year Of Pickles
A Love Brand Rekindled
How do you continue to jumpstart a true love brand like McClure’s Pickles? By celebrating the Detroit-born brand as a premier pickle for foodies everywhere to enjoy.
In tacking this challenge, Team RMD began a mission to insert the McClure’s brand name into as many everyday conversations as possible. Educating consumers about Great Grandma LaLa’s original recipe, the family and the process of making this beloved line of products, we aimed to endear the brand even further to the hearts and minds of our sophisticated, yet quirky, consumer.
Pivoting off of National Pickle Day, we continued to drive brand awareness and sales through a carefully crafted, integrated effort. This campaign exploded through the use of web marketing, e-marketing, digital advertising, social media marketing and public relations.
In the end, Team RMD helped the brand to take full advantage of prime awareness around the pickle category overall, while building the brand to new levels in Detroit, as well as other top grocery retail markets. This strategy also helped to build closer relationships with retailers and effectively packaged our success into retailer-specific data that demonstrated how we successfully drove feet into aisles during and
post campaign.
Strategy
• Year-round, we aimed to educate consumers about what differentiates McClure’s from other pickles on the gourmet shelf. Simultaneously, we educated shoppers about our superiority quality to commodity pickles.
• Surrounding a key foodie holiday, National Pickle Day, we promoted McClure’s Pickles into everyday conversations.
• It was our goal to teach shoppers how to be pickle experts, themselves!
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Results: January – December 31, 2019
Media Impressions:
2 million (1,050% over goal)
Advertising Equivalency:
$700,600 (588% over goal)
Media ROI:
17:1
Major hits included: Bloomberg, Crain's Detroit, Detroit Free Press, Medium, the Food Channel, and Rachael Ray Magazine Online
Digital:
Reach: 95,000 unique consumers
Social Media Growth: 3,800
Social Media:
Facebook Growth Secured: from 26,780 to 49,06
Twitter Growth Secured: from 10,330 to 12,052
Instagram Growth: from 9,888 to 15,432