New innovation in pizza and chicken products.
In July 2020, Foster Farms launched Smart Crust Pizza, a low carb, high protein, Keto certified, frozen pizza line. The primary challenge was to develop a creative platform to support the product launch; however, there were a number of barriers to consider:
- Foster Farms had no existing brand presence in the frozen pizza category
- Frozen pizza is a crowded category with established brands at grocery
- Plant-based and BFY products were fueling category growth
- There was little market knowledge of chicken-based pizza crust which required consumer education
E29 Marketing conducted a market analysis and deep dive into the consumer state of mind and uncovered a key insight to build the creative platform upon:
Americans will do anything to get their pizza fix.
No one wants to give up pizza, no matter what their dietary restrictions, fitness regime or weight loss goals. Above all else, pizza is worth the cheat.
E29 Marketing utilized this key insight, combined with Smart Crust Pizza’s unique point of differentiation, to develop a creative campaign entitle “Cheat? Nope!” targeting Keto dieters, carb avoiders and high protein seekers.
The campaign marketing mix included: a robust digital media campaign (display and video), streaming audio, paid social, paid search, influencer, email and shopper marketing tactics.
Creative Impact: System1 Test Results
System 1, a best-in-class tech, research and data science platform, conducted a creative diagnostic test amongst Smart Crust Pizza’s target audience:
Smart Crust creative DOUBLED all System1 benchmarks of EMOTIONAL EFFECTIVENESS
Smart Crust creative RANKED IN THE TOP 4% of all campaigns measured
Smart Crust PRODUCT BENEFITS and GUILT-FREE MESSAGING drove EXCITEMENT which translated into HIGH LEVEL (79%) PURCHASE INTENT
Smart Crust’s HEALTHY DECADENCE DROVE HAPPINESS and SURPRISE amongst consumers
Note: The Smart Crust program is currently in market. All KPIs are tracking to goal at this time!