case study
Soft Naturals
synopsis
challenge
solution
The Arnold® Brand team was searching for a fully integrated, 360 degree promotional marketing solution that would efficiently mobilize the launch of their new Soft 100% Natural line of mainstream, better-for-you bread in all the major Northeast, Southeast and Midwest markets. First, Arnold needed to clearly and creatively communicate the new products' attributes to their independent operators. Second, they needed to reach their target consumer in a passive environment through traditional media. Finally, they needed to entice the active shopper through attention-grabbing in-store messaging. In short, Arnold needed a dynamic merchandising program that fired on all cylinders.
SAI was challenged with translating and extending Arnold's® existing premium brand equality in a way that would easily identify with the more health-conscious family bread consumer. Specifically, the positioning needed to communicate with shoppers who were looking for bread that was all-natural and nutritious, while serial delivering on the mainstream flavor and soft texture their children enjoyed.
SAI created a relevant and compelling messaging platform, and then communicated it through a menu of tactical extensions, including: sales collateral, trade communications, premium incentives, national & account-specific in-store media, national FSI & retailer-specific coupling, promotional & traditional radio campaigns, contesting, public relations, web banners and online interactive games.
