Promotion

Clients  Nestle/Jack’s Frozen Pizza

Challenge
Frozen pizza sales decline 4.5% during the summer months. Jack’s needed to increase sales.

Insight
8 out of 10 people are bored with their current grilling options.

Idea
We branded Jack’s as the first and only “Official Pizza of the Grill” to promote an entirely new usage occasion.

How it works
As “The Official Pizza of the Grill”, Jack’s frozen pizza was a breakthrough campaign on a very small budget that mainly used social media, with the support of in-store signage, to drive awareness of a small brand, and change how people viewed the brand as well as the category. We used Facebook to engage with a big sweepstakes where fans shared their photos of grilling Jack’s, free giveaways created from existing inventory if fans told us what their fave memory is with Jack’s, and simple fun like sharing your grilling fails or grilling trivias tagged with #ShouldaGrilledJacks.

Results
Within less than 6 months, we more than tripled the fan base on Jack’s social channels and had the most engagement the brand has ever had using very lean budgets. We carved out an ownable territory and created excitement for Jack’s by promoting it as a new grilling option, as Americans were bored with their typical grilling options. This helped grow the business despite seasonal category decline and drove awareness and trial via social engagement.

Awards
Effie - Bronze
Seasonal Event

Reggie - Gold
National Consumer Campaign, Budget under $3M

Akron Addy - Gold
Digital Advertising Campaign