Naturesweet From Tomatoes to Touchdowns


Donovan Advertising & Marketing Services, Inc. + NatureSweet
Increase Sales


66

Conversion Rate


21,800

Earned Media Impressions

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

  • Social Media Management

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

  • 66 Conversion Rate
  • 21,800 Earned Media Impressions

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

NatureSweet

The Client
NatureSweet

Internet Software & Services
~8,000 Employees
Donovan Advertising & Marketing Services, Inc.

The Agency
Donovan Advertising & Marketing Services, Inc.

Lititz, Pennsylvania
~30 Employees