Shopper Marketing - July 2017 - 34
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The "First Brats" program, developed
in late October 2016, invited Johnsonville
consumers to participate in a photo contest in which they shared scenes from
their first cookout of the year, whether
in rain, snow or shine.
When Johnsonville looked for a retail partner, Albertsons Cos. was top of
mind for both its geographic reach and
because it was one of Johnsonville's earliest partners in the "Bratsgiving" cam-
Johnsonville got the word out about its "First
Brats" contest through in-store and online
paign, another off-season promotion running
in the fall. "It was a natural decision to work
with them to get consumers excited for the
grilling season," Bennett says.
The contest, which ran March 8 to May 15,
featured two pools. A dedicated promotional
site aimed at Albertsons shoppers, JohnsonvilleFirstBrats.com, allowed participants to
y SHOPPER MARKETING JULY 2017
submit their photos directly to enter the
first pool. Consumers gained entry to a second pool by either sharing their photo on
social media with the #FirstBratsContest
hashtag or submitting it through a separate
promotional site, FirstBratsContest.com.
Prize Logic, Southfield, Michigan, administered the contest and Milwaukee-based
Crescendo Collective handled the websites'
One winner from each pool with the most
creative and relevant photo was awarded either a year of free snow removal or lawn care.
In addition, 14 winners from the first entry