Blount’s Family Kitchen
How do you encourage consumers to try a new product?
Blount Fine Foods expanded their brand portfolio with a new line of meal bowls under their Blount’s Family Kitchen brand. The campaign needed a voice and messaging, along with a cutting-edge marketing strategy that could be applied in key retail markets across the country.
We positioned the meals as “more than food” — they’re special moments in ordinary days. We portrayed that positioning through a series of brand videos that featured people thoroughly enjoying their Blount’s Family Kitchen meal choices. Our media strategy employed highly innovative placement and tracking methods that allowed us to reach point-of-purchase consumers and integrate directly with retailer promotions.
Our campaign drove over 53k new unique visitors to the Blount’s Family Kitchen website, all within our targeted test markets. During the campaign, we saw a lift of up to 40% higher weekly units sold across a total of three test retailers. This included both our brand campaign, as well as direct tie-ins to retailer coupons and promotions.
Videos showed key target audiences making time to enjoy delicious, satisfying, easy-to-prepare meals — despite the busy lives they lead.
Videos showed key target audiences making time to enjoy delicious, satisfying, easy-to-prepare meals — despite the busy lives they lead.
Simplified versions of the videos appeared as online ads to support the idea that the meals transcend mere sustenance.
Simplified versions of the videos appeared as online ads to support the idea that the meals transcend mere sustenance.
A retailer-specific promotional component was a direct link to consumers in targeted geographies, and allowed us to collect vast and valuable amounts of actionable, insightful data.
Paid social executions featured the videos and the promotional messaging. The brand videos’ emotional appeal — combined with the promotional appeal of good deals — successfully encouraged product trial.
Paid social executions featured the videos and the promotional messaging. The brand videos’ emotional appeal — combined with the promotional appeal of good deals — successfully encouraged product trial.