THE BUSINESS CHALLENGE
In the fragmented frozen food category, where consumers are looking for options that are both convenient and appetizing, it is important for Farm Rich to be present throughout the consumer’s purchase journey - from providing inspiration to use the products, to providing a reminder at shelf - in order to drive sales.
Drive in-store sales of the Farm Rich Mozzarella Sticks products that included on-package As Seen on Tasty stickers.
500K As Seen on Tasty stickered $1 off coupons were licensed for Farm Rich to utilize on Mozzarella Sticks. The execution was primarily across Walmart nationwide, with rollout beginning at the end of January 2018.
A Tasty video featuring Farm Rich Mozzarella Sticks was also in-market from 1/29-2/9, aligning with the Super Bowl.
Tasty Recipe: Sweet & Spicy Bacon-Wrapped Mozz Sticks
The bacon-wrapped mozzarella sticks recipe provided an easy-to-make and appealing option for viewers’ Super Bowl parties. Learnings from historic Farm Rich + Tasty videos demonstrated that the combination of bacon with Farm Rich frozen products drove strong engagement rates among the Tasty audience. Knowing this type of dish resonates with our audience, the Tasty team was able to showcase Farm Rich Mozzarella Sticks in a relevant and timely way that inspired viewers to try it on their own.
We conducted a Nielsen Match Panel Analysis to measure the sales impact of the Tasty ASOT stickers. Nielsen utilized a test / control methodology to match stores with and without the ASOT execution across brand sales over a 52-week period prior to the ASOT launch. Following the match, sales were compared for the test and control stores over the measurement period. Overall, there was a significant +7.9% increase in sales impact for Mozzarella Sticks, in the 5 weeks following when the Tasty video was live. This demonstrated that the media + in-store sticker helped to close the loop for consumers: first, they were inspired to purchase based on the recipe use case, and then, they received a reminder at shelf to buy.
The As Seen on Tasty sticker units drove +7.9% significant sales lift for Farm Rich Mozzarella Sticks. The Tasty videos featuring the product initially primed consumers, provided inspiration for a clear use case, and kept the brand top of mind. The in-store activation then closed the loop for consumers, driving incremental sales.