Situation

Hormel Foods is introducing its new product, BLACK LABEL™ Oven-Baked Egg Bites™ and Breakfast Combos and wants to make a splash in the on-the-go breakfast category. Launch is amid the on-going coronavirus pandemic, as healthcare workers continue to be on the frontlines of caring for their communities.

Hormel Contact: Alex Whitson

Objective

Raise awareness and drive trial for HORMEL’S BLACK LABEL Breakfast items among consumers.

Approach

First, we coordinate a mobile breakfast tour, complete with 24 stops at grocery stores and medical centers across the Midwest and Northeast to encourage free product sampling, couponing and in-store product trial. Second, we amplify the tour through a timely cause-marketing tie and social media, which includes an announcement post, market-specific dark ads, market-specific tour recap posts and a contest promotion post.

Results

A unique sampling activation paired with targeted social media amplification increased sampling and trial of HORMEL™ BLACK LABEL™ Oven-Baked Egg Bites and BREAKFAST COMBOS™ products.

2,800 samples and 1,500 coupons were distributed during the tour. 951.7K impressions were generated through social media promotions; the campaign also garnered 2,300 engagements and nearly 50,000 video views. 66K reached through local news coverage during a tour stop in North Carolina.