For grocery store shoppers in 110-degree Phoenix, Arizona, sourdough bread is not top of mind. How can anything be top of mind when it’s 110 out? Suffice to say, we had our work cut out for us: introduce an unknown sourdough brand to grocery store shoppers in a state hardly known for sourdough.
To gain the interest of shoppers—and stretch every dollar of a snug media budget—we developed a unique media strategy. By accessing proprietary coupon data we were able to use online ad banners to target shoppers who frequent certain Phoenix-area grocery stores. Next, we placed our outdoor campaign around these stores, reminding shoppers of the message seen online. Then, when shoppers entered the store they were greeted with floor talkers that continued the story, and directed them to the bakery department, where they found hot, fresh sourdough. We also put shelf talkers in the bread aisle to remind people that for truly fresh bread, head to the bakery department. (Competing brands kept tearing down our shelf talkers, which was infuriating, but a strong sign our strategy was working.)
In the end we had invented a brand voice and look, and positioned Goldminer as the freshest sourdough bread outside of San Francisco. Judging by the numbers, Arizonans approved.
Our campaign delivered over 20 million impressions in the Phoenix market over the course of three months.
By the end, sales were up, year-over-year, by 13% overall—up by 20% at Fry’s Supermarkets alone.
The campaign drew 24% new users, either by migrating folks from other brands or by introducing them to sourdough, a crucial result to track in the habit-driven CPG world.