BOBOLI PIZZA CRUST & SMITHFIELD HAM BIG GAME PROMOTION Promote Boboli Pizza Crust & Smithfield Products During Super Bowl

Challenge

To create a fun and exciting partnership marketing program to enhance brand awareness, motivate trial and drive incremental sales, while gaining retailer support during the heaviest Pizza consumption time of the year…Super Bowl.

Strategy

Our strategy was to leverage the latest consumer eating trends and behavior ties with the baking of home-made pizza during the high-consumption Super Bowl timeframe. The goal was to create a partnership program that brings together family and friends with a delicious and entertaining meal solution, and take advantage of consumers’ desire to recreate a restaurant quality meal at home while entertaining. Capitalize on the recent surge in popularity for unique and diversified pizza recipes. Generate retailer support during a highly promoted event. Leverage participating brands working together to drive cross-aisle traffic, motivate consumer purchase and impact sales through displays and consumer incentive offers.

Program Elements

NEWS AMERICA FREE STANDING INSERT
• 35 Million Circulation
• Full Page FSI Dropped 2 weeks before Super Bowl
• Boboli™ & Smithfield™ Imagery
• Manufacturer Coupons and Recipe

IN-STORE DISPLAYS w/TAKE ONE PAD
• Themed Program Store Display Header
• Attached Tear Pad w/ Consumer Incentives

TAKE ONE PAD
• 6″x9″ Themed Program Take One Pad
• Boboli™ & Smithfield™ Specific Recipes
• Boboli™ & Smithfield™ Product Information/URLs

 

 

Boboli™ & Smithfield™ Football Promotion
Boboli™ & Smithfield™ 35 MM Circ. Full Page FSI
Boboli™ & Smithfield™ Program Header
Boboli™ & Smithfield™ Tear Pad
Boboli™ & Smithfield™ Social Media Support