Client: Foster Farms Take Out
Growing Market Share for a Challenger Brand Post-Pandemic
2022 GOLD PRO Awards Winner
Best Marketing Campaign on a Budget
CHALLENGE
- In 2021, Foster Farms wanted to increase household penetration of its crispy chicken wings and tenders products across the US, in hopes that investment in the Take Out brand would halo to other core Foster Farms products.
- E29 was charged with launching a creative platform that would make Foster Farms Take Out synonymous with restaurant quality chicken straight from the grocer’s freezer aisle. The creative platform also needed to stay relevant so that it could be re-purposed for future Take Out line extensions.
- Finally, E29 was asked to develop an integrated media campaign to support the creative platform with a comprehensive channel mix that delivered upon the full marketing funnel.
STRATEGIC SOLUTION
- E29 began by conducting a competitive market analysis. Implications showed that for Foster Farms to neutralize the competition and win, the Take Out creative platform needed to focus on convenience, Foster Farms strong chicken equity and restaurant-quality messaging.
- Next, E29 uncovered the insight that led to the creative platform concept:
- Restaurants have experiential branding cues that CPGs lack. The Take Out platform must transcend the frozen food aisle, making Foster Farms Take Out synonymous with restaurant take out, only more convenient, thereby empowering consumers to enjoy their chicken whenever, wherever, however they want.
- E29’s strategic approach was to DIFFERENTIATE Take Out from the competition by elevating the emotional benefits of the product lineup and clearly COMMUNICATE the fact that restaurant quality is conveniently available in the frozen aisle.
- E29 utilized the key insight combined with Take Out’s unique point of differentiation to develop a creative campaign entitled “Always Open 24/7” targeting 2 unique consumer audiences in 9 key cities around the nation.
- The marketing mix included a robust digital media campaign (display and video), connected TV, paid social, paid search, influencer, email and shopper marketing tactics.
CREATIVE CAMPAIGN
VIDEO
PROGRAMMATIC DISPLAY
PAID SOCIAL
WEBSITE
INFLUENCERS ORGANIC
INFLUENCERS AMPLIFICATION
SHOPPER MARKETING
IMPACT: MEASURING SUCCESS
8 Media channels activated
204M impressions served (exceeded goal by 28%)
Reached 9.4M consumers in 9 DMAs
125K Landing Page sessions (exceeded goal by 60%)
