Shopper Marketing - January 2017 - 30
biggest problems, and how do we answer
that could be plugged into several different
those topics not only World Kitchen customretailers. Both D'Alessandro and Nowak said,
ers are searching for but maybe even a bigger
however, that the marketing effort could have
audience that doesn't know the products and
fallen flat if it weren't for the strategic content
the brands we are talking about?"
that accompanied Pyrex 100.
Collaborating with World Kitchen brands
Supporting activity included a cross-counsuch as Chicago Cutlery and Pyrex, Rocket
try tour of the world's largest Pyrex measurMan's work was cut out for it, Nowak said.
ing cup, creating flutter on social media. A
Cooking videos and recipes almost always do
video campaign of visitors touring the Pyrex
well in the social media sphere, but he pointfactory and engaging with workers who had
ed out the strength of the brand recognition
been with the company for five generations
behind digital content is just as important as
created digital buzz as well. Everything online
the content itself.
was accompanied with the #RaiseYourGlass
"The visual assets are
as rich and enjoyable
to look at." Nowak said. "We hit our commitments, we excited over
"It competes with Food
50 retail partners, and we generated over
Network, it competes
150 million digital impressions."
with what you see on
Chris Ann D'Alessandro, World Kitchen
strong because World
Kitchen has invested in
high-quality content. ... We do simple things
hashtag, which is where D'Alessandro said
that download fast. We show people how to
she saw the largest brand impact.
use Chicago Cutlery to cut a mango in sec"We created a line of great nostalgic prodonds."
ucts that consumers actually purchased inTo show this win-win-win strategy in accrementally to what was on the shelves curtion, D'Alessandro and Nowak pointed to Pyrently," she said. "We had double-digit sales
rex's "Pyrex 100" campaign, where the kitchgrowth, top-line sales growth and doubleenware celebrated its 100th birthday in 2015.
digit average sales lift at our retail partners.
The promotion contained elements of nosNearly double the historic levels of our traditalgia, emotions and brand loyalty, helping
tional ad support. So we hit our commitments,
drive incremental sales, increasing top-line
we excited over 50 retail partners, but the big
growth and creating millions of social media
lightning was we generated more than 150
million digital impressions. For us as an orgaD'Alessandro said the merchandise used in
nization it was huge, and it was all done in an
the campaign fell into impulse buy territory
incredibly short amount of time."
SHOPPER MARKETING JANUARY 2017