California Dairies - Tuscan Butter Product Launch
Part of the California Dairy Products family, Challenge Butter is the #1 selling butter in the Western United States. In late 2010 the company introduced a new “Tuscan-Style” product (garlic and Italian herb spreadable butter) and wanted to drive awareness and traffic into grocery and mass retailers to generate immediate sales with the mom/primary shopper demographic.
Prior Challenge Butter digital marketing programs executed by matrixx drove Facebook fans and opt-in email club members and created very positive word of mouth amongst foodies and home cooks. To support this new product launch, matrixx wished to leverage those relationships/fans, as well as attract a whole new set of consumers unfamiliar with the brand. Additionally, matrixx sought to maximize the pre-planned shopper marketing spend (in-store sampling, etc.) through digital extensions to connect with consumers and provide continued direct marketing.
Since social media is extraordinarily popular with the “mom” demographic, matrixx designed a Facebook centered campaign including an easy to enter, easier to share with other moms (Invite Friends) sweepstakes.
The campaign played off the “Real CHALLENGE” tagline of the brand, with Italian imagery and tying in the Tuscan theme. matrixx then created a strategic partnership with Sandals Resorts where the sweepstakes winner and family would be whisked away to the new Italian Village at Beaches all-inclusive resort in the Turks & Caicos.
In-pack cross promotion in other Challenge Butter products included 2.5 Million fold out booklets featuring messaging and coupons and driving traffic to the Facebook sweepstakes. Other in-store promotional materials were also tied into the promotion to create additional buzz and excitement.
matrixx then used a combination of commercial and proprietary software developed over numerous campaigns to carefully target consumers based upon interests (i.e. cooking, Italian food, etc.) age, gender, region and residence (distance to a specific retail account) to deliver a variety of messaging around the promotion and drive results. This approach also allowed matrixx to optimize the advertising and deliver highly customized/efficient spend. These efforts also identified shoppers who lived near select stores participating in sampling events and helped drive them in to taste the product (trial).
To further induce trial, matrixx created an exclusive offer for the Challenge Butter Facebook community including a $2-off coupon, and when stacked with other retailer specific promotions could result in a free (or very low barrier to) trial – without the issues associated with providing a completely free coupon. In addition to rewarding fans and attracting new Facebook “Likes”, this offer was then carefully seeded to key online influencers and bloggers to ignite a viral spread and sense of urgency for printing (before reaching the limit) and usage (limited time offer). This created immediate sales velocity to enable the brand to strengthen shelf facings/position and expand distribution.
In 10 weeks, matrixx tripled the size of the Challenge Butter Facebook fan community and grew the email club by over 50% percent. More than two million highly targeted consumer impressions were delivered through online influencers, and over 30,000 coupons were printed to incentivize product trial which were redeemed at a rate more than 15X that of a traditional newspapers coupon/FSI.
The digital buzz matrixx helped to create in concert with sampling events drove complete sell out in many grocers and retailers. Most importantly, sales of the product are exceeding client expectations and currently rival other spreadable butters which have been on the market for several years.