Nuts are a commodity-driven category, dominated by private labels and a few regional and national brands. Consequently, many consumers tend to believe “a nut is a nut”—that there is no real difference among nut brands. To increase their penetration and their business, the Fisher marketing challenge was to create brand preference over the other leading brand and private labels based on innovation: innovative new product packaging that helps maintain product freshness and therefore taste, and innovative new ideas for enjoying nuts in cooking and baking that take nuts to realms “beyond the brownie.”
- Retail / Shopper
- Social Media
- Public Relations
- Strategic Partnership
“In order to create new occasions and extend the product’s seasonality, we needed to crack the consumer perception that nuts were only for baking.”
Speak to the consumers who enjoy cooking and establish the basic truth that nuts aren’t just for baking—they can add a fresh twist to an otherwise tired recipe. So we created a national 360° activation for in-store, online and social that targeted the conversations consumers were having on and offline. Through a well-planned partnership with Food Network celebrity chef Alex Guarnaschelli, we gave a credible, expert voice to the conversation.
A simple study of audience overlay suggested fertile ground for a partnership, as nearly 70% of Food Network viewers shop at key Fisher retailers. But this pairing would transcend a simple cable buy. Print ads in Food Network magazine, digital assets on various Scripps online properties, custom “Cooking with Nuts” vignettes, in-store signage and a robust public relations campaign continue to make this a success story. Food Network’s national reach and targeted audience, paired with the authenticity and authority of Chef Guarnaschelli’s voice, have proven to be a powerful blend of creative execution and tactical deployment.
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