CASE STUDY DESCRIPTION:
Drive family awareness of Eckrich meat products: that the brand offered products that went beyond breakfast sausage.
- I led development of “Enriched by Eckrich”, a touring event with kitchen, dining room and cookout deck modules highlight breakfast, lunch and dinner occasions.
- The real centerpiece was a video confessional held at the dinner table, where consumers gave us their stories on the importance of families eating together, a key concern for Moms. Winning “taste-timonials” would be posted to the Web and eligible for family-themed prizes such as scholarship bonds via online vote.
- Since I conceived the “house” to be built of modular units, separate elements could be simultaneously deployed at multiple locations throughout a market.
- As important as the operational elements was the fact I drove these concepts forward based on research, concept testing and consumer insights, not guesswork. It worked: the $3.5 million program was the biggest win in history for EuroRSCG 4D Impact to that date.