case study
Scratch, Bake & Win
synopsis
challenge
solution
The recession has caused consumers to re-evaluate their spending habits. People everywhere were discovering that cooking and baking was a good way to save money. More importantly, we’re finding that preparing food as a family was a wonderful way to bond and for a mother to show love. This is never truer than during the holiday season when even the occasional baker takes to the oven. For ACH, the objective was to create consumer relevancy that would bring new users into the brands and not alienate current users. The “Recipe for Togetherness” would deliver on all fronts.
Even as baking from scratch becomes more popular, many potential customers aren’t sure they have either the skills or the time. Plus, all the other baking labels complicate the issue. During this pivotal holiday season, ACH must position itself as a superior product with easy-to-achieve results and well worth the few pennies more. SAI developed a shopper family-friendly marketing strategy entices fence sitters to start baking with ACH while not talking down to its current customer base.
SAI developed the “Recipe for Togetherness” platform. It delivered semi-homemade recipes in a family friendly manner, underlines the emotional side of baking and positioned ACH as a beloved resource. SAI then helped drive sales even further with its “Scratch, Bake & Win” promotion. This brand-partnership sweepstakes got consumers to visit a fun microsite, digitally scratch a lotto ticket and be able to win valuable prizes. ACH and its companion brands suffered no lack of support during this key holiday time period. There are FSI newspaper spreads in November and December, in-store displays with recipe booklets, and a branded Facebook page.
