Program Details: To build consumer awareness and boost sales, the company developed a "Mobile Marketing" program. The centerpiece was two vintage Airstream trailers that had been converted into Marie Callender's Mobile Diners. During a 19-week period, the two diners were used to make sell-in presentations to key retailers in six markets, as well as deliver "home cooked" samples to consumers.
Samples and high-value coupons were also distributed during high-traffic weekend events and festivals in key locations. Offers ranged from three $1 coupons in the mobile diners to advertising and in-store coupons worth $1 off Marie Callender products. In-store window banners, point-of-sale displays, ad slicks, radio advertising, and live-remote radio promotions also supported the campaign.
Objective: Marie Callender, a premium line of frozen meals and cobblers, generates approximately $200 million in sales in a market category totaling $3.5 billion annually. In the past, the company relied on trade promotion and merchandising, with no advertising and little consumer promotion.
Supplier: CME Promotion Group
Results: Consumers loved the diners and the food samples. Sales increased an average of 18%, and quality merchandising climbed 25%. The mobile diners provided 100,000 consumer samples and generated more than 700,000 total impressions. More than 100,000 coupons were distributed.
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