Shopper Marketing - September 2017 - 22
"Ethel," featuring the buffalo chicken
sandwich recipe that ran across social
channels including YouTube.
"We created a series of joint posts
across our social platforms celebrating
the joint promotion," Panarese says.
"We also created an influencer campaign to promote the sandwich, where
Treasure Cave and Frank's sent bloggers
the product and a recipe, encouraging
them to create the recipe themselves
and then write and talk about it in terms
of their experience." Nine bloggers with
a collective following
of more than 1 million did so.
The partners also
connected with Progressive Grocer and
magazines to push
out trade marketing
ads, Panarese says.
"It was important to
not only push out a
but also to make
sure the industry
knew about this
the size of our brands. ... It touched, specifically, category buyers and key retailers."
In stores, the campaign included shelf talkers in both the dairy and deli aisles (distributed to more than 4,000 stores) through News
America Marketing's SmartSource. The signage touted savings when purchasing the two
items jointly. Promotional packaging, of which
y SHOPPER MARKETING SEPTEMBER 2017
Saputo looked to co-market its
Treasure Cave blue cheese and
found that Frank's RedHot was
the perfect partner.
the brands pushed out more than 1 million,
contained visuals, coupons and recipes, Panarese says.
Treasure Cave and Frank's will measure the
success by starting with sales lift, along with
redemption rates on promotional packages
and coupons, engagement with online content through digital ads, and the influx in traf-