 |
Brief: Most moms consider hot dogs to be a commodity item, so Hebrew National's higher price was a barrier to trial and purchase of its better-tasting, higher-quality franks.
INSIGHTS
Moms who try Hebrew National hot dogs love the taste and quality and understand why they cost more. They are influenced by, and readily influence, other moms. They like to do good for others as do well for thier families.
PROGRAM
The Hebrew National Mom Squad
We recruited a team of 210 young moms from 12 U.S. markets who were loyal Hebrew National users, were articulate and friendly, and owned SUV's or mini-vans we could temporarily decorate with Hebrew National graphics.
Each Mom Squad member got everything she needed to host backyard Hebrew National barbeques, and introduce friends and family to a better-tasting frank. And they took their show on the road, holding sampling events at Little League games, soccer tournaments and other neighborhood events, all summer long.
Moms distributed coupons everywhere they went. For every coupon redeemed, we donated a package of hot dogs to ConAgra's Kid's Cafés, which feeds thousands of children from poor families.
RESULTS
All Mom Squad markets experienced a higher rate of volume growth than non-Mom Squad markets.
A summer's worth of media coverage ran, from FOX television to Business Week, to stories in all 12 Mom Squad markets.
|
|
 |
