The challenge was to create a substantial increase in product velocity for the new Wild Nuggies shapes variant within a niche market of Vegan, Vegetarian, and Flexitarian Walmart shoppers. This required not only capturing their attention but also aligning the product with their values and preferences.
The brand executed a heartfelt and relatable marketing campaign designed to connect with the target audience on a personal level. The strategy involved partnering with a relevant content creator—a vegetarian and earth-loving mom—who shared a genuine message with other mothers in the Walmart shopper demographic.
The content creator showcased the fun and innovative aspects of the new Wild Nuggies shapes while emphasizing their positive impact on the environment. The message resonated with the values of the target audience, conveying the idea that choosing these new shapes was not just about a tasty meal but also about making a positive contribution to the world.
To ensure effective reach, the campaign utilized GPS targeting in and around Walmart stores. This geo-targeting strategy aimed to reach shoppers while they were in the vicinity of the store, prompting them to take immediate action and explore the frozen aisle for the new Wild Nuggies shapes.
The execution of the campaign produced remarkable results.
The Wild Nuggies shapes experienced a significant 22% sales lift among the Vegan, Vegetarian, and Flexitarian Walmart shoppers. Importantly, there was no cannibalization of sales from the standard Nuggies, indicating that the new shapes variant successfully expanded the brand's market share.
Moreover, the positive impact extended beyond the new product, contributing to a lift across the entire brand portfolio. This demonstrated the effectiveness of the campaign in not only driving immediate sales but also enhancing the overall brand perception among the target audience.