Partnership

Clients  Nestle/Wisconsin State Fair

Challenge
Bring to life Nestle/Jack’s sponsorship at the Wisconsin State Fair with the Shawn Mendes World Tour.

Insight
Today’s consumer wants physical experiences and authentic relationships to feel that a brand genuinely connects with them.

Idea
A Slice of Little Chute

How it works
In 1962, Jack’s pizza had its start in a garage at a small local town called Little Chute, Wisconsin. It was infamously known that Jack, the founder, used his family 1949 Plymouth to deliver his pizzas made with real 100% Wisconsin cheese. This lead to a great idea for folks visiting the Wisconsin State Fair to get to know Jack’s and its local heritage.

Midwest heritage, gatherings of friends and family, and summer fun are something the Wisconsin State Fair and Jack’s pizza have in common. With the upcoming world tour of the heart-throb celebrity singer, Shawn Mendez, Jack’s Pizza wanted to create a memorable experience for the Midwest locals. Working with a lean budget, my team and I had to get creative with existing resources and find low production costs.

Being already a major fair sponsor with a large booth and reserved concert seats, this easily helped to create a fun sweepstakes for an exclusive VIP experience that we promoted on Jack’s Pizza’s social media and at retail where Jack’s Pizzas were sold. Sweepstakes was a simple Facebook quiz about Shawn Mendez and Jack’s Pizza. Users had to share their results with #JacksPizzaVIP to enter.

To create awareness before opening day, Nestle already had access to a blue 1949 Plymouth which was a great and iconic “vehicle” to promote the sweepstakes and sponsorship. It made trips to local Roundy’s grocery stores helping to make a unique sampling event as freshly grilled pizza samples and coupons were passed out to shoppers to drive purchase.

At the state fair, the VIP experience for 40 sweepstakes winners, was created by leveraging the time before the concert as a personal acoustic warm up by Shawn Mendez in his VIP suite area. With existing inventory, it helped to create special Jack’s Pizza swag gifts for the winners.

At the Jack’s Pizza booth, we recreated a simple family backyard party for fair-goers where Jack’s Pizza was grilled and served with cups and napkins brought onto tablecloths all branded with “Jack’s Facts”: learning Jack’s Pizza’s heritage and what goes into a delicious Jack’s Pizza. Throughout the booth space were fun family games, fresh lemonade, and balloons to remember the simple pleasures of family summer fun.