Naturesweet From Tomatoes to Touchdowns
Challenge
The arrival of fall football season means fresh foods slide down the bench and off consumer’s game-day grocery lists. For NatureSweet, we had to figure out a way to get fresh tomatoes into the college football gameday conversation.
Solution
What’s on the mind of every college football fan this time of year? Bowls! We tapped into this gridiron excitement by offering bowl-centric recipes to bowl-hopeful fans all season long. We kicked off the season by offering consumers a win they’d never forget. Hungry fanatics took our quiz to get the perfect bowl-centric recipe for their gameday parties. Plus, they’d be entered for a chance to win a trip for two to the Valero Alamo Bowl. To drive the football conversation with our fanbase, we developed bowl-centric, gameday-friendly recipes that utilized our fresh tomatoes. We also shared tips, ideas, fun content and other football-themed posts to keep fans excited and drive entries into our contest. A custom header on a custom shipper base announced our contest to shoppers in-store. Custom labels reminded shoppers to get into the gameday fun when they got home.
Results
We crushed it. The campaign was named Wyng’s Campaign Of The Week in October 2018 with a rare Digital Campaign Index (DCI) score of 297. Good thing we took the over. 6,506 Entries 21,800 Earned Reach 66.4% Conversion Rate
Donovan Advertising & Marketing Services, Inc.
Specializing in the packaged goods and food industries, donovan helps clients build sales through a comprehensive approach that completely coordinates marketing messages. By closely connecting internal sales and marketing teams with trade partners – a...
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