A PRODUCT LAUNCH FIT FOR AN EPISODE OF THE BACHELOR THAT YIELDED A 16% unit SALES LIFT
To support the launch of Fresh Gourmet’s Bacon Pieces and drive awareness for the new product’s placement in the produce department, Fika Collective came up with a big idea around finding a bae for bacon. Fika brought this idea to life with an influencer-driven social & digital media campaign that was tested in select national markets (Nashville, TN; Columbus, OH; Salt Lake City, UT) from late March through mid-April.
Fika sourced 2 macro-influencers (Aaron Clancy, Bachelorette & Bachelor in Paradise; Sandie Cameronnn, Creator) to create engaging content around the Bacon Pieces products, as well as 3 recipe-focused regional micro-influencers in specific Kroger supermarket DMAs: Columbus, OH; Nashville, TN: Salt Lake City, UT.
Once produced and posted, the content was then boosted with a paid digital media campaign that Fika planned and executed. As well, a press release touting the collaboration was sent out over the national wire, and elements for social posts were developed for the Fresh Gourmet social feed.
Results of PR/Influencer Efforts: At Kroger stores in the 3 targeted markets versus the “control” of all other Kroger markets, Unit Sales were up 16% (62%:44%), while Households & Trips were up 13% (44%:31%)
