ENRICHED BY ECKRICH MODULAR SAMPLING TOUR

Goal? Drive family awareness of Eckrich meat products and that the brand offered products that went beyond just 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.

Just as important as the creative and execution elements was the fact I sold these concepts in by leveraging research, concept testing and consumer insights, not guesswork.  That’s uncommon in pitching event concepts.

It worked: The marketing VP literally awarded us the the $3.5 million program during the pitch meeting, and it was the biggest win in history for EuroRSCG 4D Impact to that date.

➡ View the Eckrich Presentation