Company Profile
Located in Western New York, Bison Foods is part of the
Upstate Niagara, Inc. dairy cooperative. For 75 years Bison has
produced high quality, award winning, cultured dairy
products, including cottage cheese, sour cream, and chip dip.
www.bisonfoods.com
Target Audience
Geography – Rochester, NY
Demographic – adults 25-54
Challenge
Develop a multi-media campaign to generate awareness and
acall to action for taste trial. The long-term goal of having consumers be loyal to Bison brand dip would increase sales
volume and market share.
Strategy
We chose to use a comprehensive media mix to further expand product awareness to the market. We believed if the consumer tried the product they would find it better tasting than the other dip options and continue to purchase dip, which would build brand loyalty and increase once sagging market share. We used a bold creative strategy in the entire campaign by using the positioning statement: “You’ll absolutely love our dip…or it’s free!” to let potential consumers know that this is the best tasting dip on the market, and they have absolutely nothing to lose by trying it.
We wanted to maximize our reach to the consumer and included the following medias:
Outdoor – 30-sheet posters with locations strategically placed near grocery and convenience stores.
Free Standing Inserts (FSI) – A dual approach was used for this media. We offered $.50 off each purchase and also offered to refund the purchase price of the dip if it wasn’t the very best they ever tried.
Television – we built a schedule to reach the greatest number of consumers possible by mixing both cable and broadcast programming over a 3-week flight window.
In-Store Sampling – Bison offered sampling in local grocery stores throughout the year, and featured their French Onion flavor.
Point-of-Purchase Coupons – Consumers were offered a coupon at the sampling station, good for $.50 off any purchase within ten days.
The flight dates chose lead up to major holidays when dip sales are the highest. We wanted consumers who already planned to purchase a competitor’s dip product to try the Bison brand, and we enticed them with cents off coupons. We also wanted to be sure the offers would entice those consumers who weren’t regular dip buyers to try the product risk-free with a money back guarantee.
