Wild Caught Peanut Butter

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Title

Wild Caught Peanut Butter

Advertiser:

Moonshot Brands

Year:

2016

Source:

OAAA

Product Category:

Consumer Packaged Goods

OOH Format:

Outdoor

Country:

United States

Objective:

Increase market share and brand recognition for its all natural product in a saturated market by using humourous OOH ads. HomePlate PB is a fairly new all-natural peanut butter brand and it had some major challenges – limited distribution, low brand awareness and misconceptions about all natural products. They also wanted to increase web traffic to their site.

Target Group:

Consumers in the Austin Market.

Strategy and Media Used:

Posters/ Billboards were flighted over a 12 week period throughout the Austin market. Every 4 weeks boards /designs would be posted in new locations. Pre campaign awareness research was conducted and it showed that 6.3% of the respondents had heard of HomePlate PB, 2.7% had purchased HomePlate PB and that 2% had seen billboards promoting HomePlate PB.

Results:

After the first 30 days of the campaign, 300 consumers were surveyed regarding brand recognition. Twenty-one percent of those called had heard of HomePlate Peanut Butter, 4.7 percent had purchased HomePlate Peanut Butter, and 34 percent had seen billboards regarding HomePlate Peanut Butter. After 60 days, another 300 people were surveyed, and 34.7 percent had heard of HomePlate Peanut Butter, 7.7 percent had purchased the product, and 49.7 percent had seen billboards regarding HomePlate Peanut Butter. After 90 days, 300 more consumers were surveyed, and 37.1 percent had heard of HomePlate Peanut Butter, 9.3 percent had purchased HomePlate Peanut Butter, and 51.9 percent had seen billboards regarding HomePlate Peanut Butter