Make Family Snacking Incredible - Frigo Cheese Heads
Challenge
New packaging. All-family product line-up. And a positioning solidly based on the delivery of snacking entertainment. How do you bring these together while generating awareness for your brand – and its new look? You need a hero.
Solution
Hangar12 brought Frigo® Cheese Heads® and Disney/Pixar together to capture the buzz of the long-awaited Incredibles 2 movie and united families with a call to action to enter for a chance to win “Incredible Family Entertainment” and the opportunity to be the family hero and “Make Back to School Incredible.” Consumers were directed to our promotion at www.CheeseHeadsInstantWin.com daily for a chance to instantly win prizes from May – November. Program prizes during the summer months included movie tickets (for the whole family), a family entertainment system, and more. Brand lovers who did not instantly win were offered the opportunity to engage further on the brand’s Cheeseheads Unite platform for additional brand experiences and prizing. An extensive geographically and demographically targeted digital media campaign exceeded projections and drove awareness of the Frigo® Cheese Heads® brand and partnership. What's more, the campaign grew the brand's all-important fan database by driving game entries. Consumer First Approach Family is everything. And we formulated a social media campaign that never lost sight of this goal of uniting family behind a please-all product. In fact, a creative and robust social media campaign on Facebook & Instagram included ads targeted to parents who are interested in Disney, Family & Parenting, Incredibles & Disney Movies/Characters. More than 2 million impressions were generated. But the impressions weren’t isolated to the online experience. Shoppers heard the news throughout the entire path to purchase, including an on-pack sticker, shelf-talk, print ad, email campaign, and more. The program extended beyond the movie launch into the back-to-school season with character wrappers inside packages of the most kid-focused products. What's more, the instant win sweepstakes prizes changed out to appeal even more strongly to families with school-age children, offering appropriately themed Incredibles 2 branded school backpacks, lunch boxes, and more.
Results
Hangar12’s Frigo® Cheese Heads® Incredibles 2 program generated: -467 million impressions -108 million packages with Incredibles 2 characters -1.7 million game plays -123,000 unique consumer registrations -58 hours branded video viewed -33% engagement rate on social media Sales -42.4% sales volume lift vs YAG The program went to heroic lengths with consumers in solidifying the brand’s positioning as the all-family.entertaining snack cheese.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.