Hormel Foods Black Label Product Launch Goes Mobile, Supports Healthcare Workers
The Work
Hormel Foods is introducing its new product, BLACK LABEL™ Oven-Baked Egg Bites™ and Breakfast Combos and wants to make a splash in the on-the-go breakfast category. Launch is amid the on-going coronavirus pandemic, as healthcare workers continue to be on the frontlines of caring for their communities.
Approach
First, we coordinate a mobile breakfast tour, complete with 24 stops at grocery stores and medical centers across the Midwest and Northeast to encourage free product sampling, couponing and in-store product trial. Second, we amplify the tour through a timely cause-marketing tie and social media, which includes an announcement post, market-specific dark ads, market-specific tour recap posts and a contest promotion post.
Heating up product trial with a sampling truck
The mobile food truck provided a unique vehicle (literally) for advertising and convenient sampling.
Strategic social media advertising drives awareness
Social media ads further drive product awareness and encourage in-person sampling. Plus, the Instagram contest giveaway awarded one lucky winner with bacon for an entire year.
Local news station features
A local North Carolina TV news station covers the tour stop on its morning and evening news, dubbing it, “Hot Meals for Heroes.”
Results
A unique sampling activation paired with targeted social media amplification increased sampling and trial of HORMEL™ BLACK LABEL™ Oven-Baked Egg Bites and BREAKFAST COMBOS™ products.
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2,800 Samples & 1,500 Couponswere distributed during the tour
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951.7kImpressions generated through social media promotions
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66kReached through local news coverage during a tour stop in North Carolina.
