THE BUSINESS CHALLENGE
Jimmy Dean Premium Pork Sausage recognizes the importance of the holiday season as a key period for the brand to continue driving year-over-year momentum. In a category that was becoming increasingly fragmented due to rising regional players, it was especially important for the brand to increase household penetration by converting users of other sausage brands to Jimmy Dean.
GOAL
The primary objective was to drive household penetration and holiday sales. The brand was also interested in driving engagement with the videos, hoping to showcase that Jimmy Dean can make consumers’ favorite recipes shine.
STRATEGIC INSIGHT
During the holiday season, the brand was looking to inspire consumers to choose Jimmy Dean by incorporating the sausage within contemporary recipes that would re-imagine the brand and fall outside the traditional breakfast occasion the brand is typically associated with.
MAIN IDEA
The strategic insight took the form of two Tasty videos that provided recipe inspiration with a unique twist on classic Tasty favorites. The accessible recipes featured Jimmy Dean Premium Pork Sausage as the hero ingredient and highlighted new usage occasions, relevant for the holiday season.
Tasty Recipe: Butternut Squash & Sausage Lasagna Roll-Ups
Lasagna roll-ups had been trending on Tasty, and this recipe put a twist on the dish by pairing Jimmy Dean Premium Sage Pork Sausage with butternut squash. Knowing this type of dish resonates with our audience, the Tasty team was able to showcase Jimmy Dean in a new way that inspired viewers to try it on their own.
Tasty Recipe: Sausage Spaghetti Squash Boats
This sweet and savory dish paired Jimmy Dean Premium Pork Sausage with creamy cheese, greens, herbs, and spices. It was served in a spaghetti squash and struck a perfect balance between creating a simple, accessible recipe that’s still impressive to friends when entertaining during the holiday season.
DISTRIBUTION STRATEGY
We have a blended methodology of reaching a brand’s audiences through loyal Tasty fans, Facebook audiences, and brand-specific audiences in order to reach and engage the most qualified consumers for the brand’s content.
For Jimmy Dean, we targeted relevant Tasty audiences that were most likely to resonate with the recipes – including viewers that have engaged with cheese, pasta, and Italian-food content in the past. We also targeted Jimmy Dean and competitive fans in order to reach a broad mix of consumers across the category.
After finding the right audiences, we optimize videos towards the highest view rates and engagements, gaining the highest potential “qualified reach” for the brand’s content.
RESULTS
The strategy drove massive scale for Jimmy Dean, and was able to garner high engagement and shares among a relevant audience that resonated with the Tasty videos.
We also conducted a Facebook Brand Lift study and a Datalogix Sales Lift study to measure the brand and sales impact of the Tasty videos. Overall, results were strong across the funnel. There was an increase in those who remember seeing the campaign– a testament to the prominent brand integration that positioned Jimmy Dean as top of mind for consumers. Additionally, preference for Jimmy Dean was 2-4X higher than competitor brands.
In terms of sales impact, there was a strong increase in HH penetration, at a rate 6.5X the FB DLX benchmark – addressing Jimmy Dean’s primary objective. Notably, 90% of impressions were delivered to new/lapsed Jimmy Dean sausage users – this showcases the recipes’ ability to pique the interest for a new consumer base – which hit on the client’s key objective.
KEY TAKEAWAYS
Jimmy Dean’s partnership with Tasty helped the brand grow by reaching, engaging, and driving sales among new consumers while featuring the brand within unique recipes to inspire new usage occasions. The tried and true Tasty format prominently incorporated Jimmy Dean Premium Pork Sausage as the hero ingredient and demonstrated a transformative use of the product, enticing users during the holiday season.
“Tasty has been a great partner for Jimmy Dean. The program was not only turnkey, but I was also impressed by the level of engagement from Tasty’s audience and our great results in driving ad recall and household penetration.”
-Kwany Lui, Senior Brand Manager, Tyson Foods