case study
Zesty Summer Salad
synopsis
challenge
solution
With the start of the summer season, consumers were looking for lighter fare that’s easy to make and that the whole family would enjoy. Today’s resourceful shoppers pride themselves in finding price conscious ways to have healthy restaurant-style meals at home. During this same time period, Mrs. Dash looked to expand beyond the medically directed low-salt consumer to a wider audience of salt-conscious shoppers. SAI created a successful promotional approach that made their products relevant to a broader slice of the consumer market.
The challenge for SAI was to come up with a communications strategy that would promote Mrs. Dash’s 14 different seasoning blends to the younger, more contemporary audience. They would have to appeal to a more sophisticated palette by showing how good Mrs. Dash was in everyday recipes. The goal was to generate greater trial through a recipe driven brand partnership with other well-established center of the plate brand partners. This offered low-sodium weeknight meal solutions for the whole family.
SAI developed the “Zesty Summer Salad” program with Mrs. Dash and brought in the Beef Checkoff and American Egg Board as partners. Recipe driven communications that appealed to the whole family were to be used across all media. The promotion was supported with national newspaper FSI, rich media banner ads on Allyou.com, social media and e-newsletters. In the retail channel, Mrs. Dash received secondary display at the beef counters.
