Litehouse Recaps Monumental Game Day MVP Promotion
- by Chandler James
SANDPOINT, ID - In this industry, the digital age is good for business across the board. Litehouse, for example, is using social media, grocery delivery partnerships, and more to distribute its message to consumers. This strategy is extremely supportive of retailers too, and Litehouse found great success in its latest Game Day MVP promotion.
“We continue to chart huge growth in customer social media usage and leverage these channels to drive sales,” Senior Brand Manager Camille Balfanz begins. “We host digital and social sweepstakes tied to our annual promotions, and for this year’s Game Day MVP promotion, in addition to a grand prize of $3,000, we added daily prizes, which resulted in a 146 percent increase in sweepstake entries and an increase in Instagram followers.”
More and more consumers—especially younger shoppers—are using grocery delivery, which is a huge reason why these channels are exploding exponentially. Beyond the social media front, Litehouse partnered with Instacart as a strategy to drive sales and support its retail partners. By leveraging Instacart’s audience, the company efficiently and effectively reached consumers and encouraged trials, while also expanding brand awareness with campaigns that extend from in-store to online.
“Our retailers are central to every campaign we create. For the Game Day MVP promotion, we supported retailers by driving sales with discounted pricing, in-store signage, ad slicks, shelf talkers, neck hangers, and strategic in-store merchandising displays,” Camille adds. “The Big Game is a top snacking occasion, and we worked closely with our partners to create displays that cross traditional department boundaries.”
Litehouse kicked off this innovative campaign with a survey around game-day eating habits and behaviors, which found that nearly 60 percent of respondents said their favorite part of the Big Game is the food and snacks. To further engage consumers and reach new audiences, the promotion also included the Ranch Mobile—delivering game day party essentials to consumers—as well as an Instagram influencer campaign. Content creators highlighted Litehouse products and attributes, the promotional pricing, Ranch Mobile consumer activation, and Instacart promotions.
“Through creative consumer campaigns, we increase sales and grow share of basket for our retail partners. Our overall program led to a 10 percent sales increase, garnering phenomenal growth for our 20-ounce dressings, which saw a 32 percent sales increase year-over year,” Camille says. “Following our Game Day MVP promotion, our brand growth rate is more than two times the category average, according to IRI Unify Total U.S. MULO weeks ending 1/26 through 2/9.”
All in all, the strategies put to work for Litehouse’s Game Day MVP campaign were wildly successful, increasing multiple sales figures, strengthening partnerships, and garnering brand awareness for long-term growth. For more news on how industry leaders are using their digital resources, keep clicking back to ANUK.