Challenge
FITCRUNCH offers a line of high protein bars, powders, and snacks in a variety of flavors for consumers with an active lifestyle. As the category grew and competition began stealing share of space in the snack bar aisle, FITCRUNCH growth was challenged.
- Elevate visibility and top of mind awareness for FITCRUNCH to combat competitive category
- Defend shelf space and support new distribution
- Drive sales at Walmart
- Demonstrate proof of concept for full-funnel support to gain incremental funding
Insight
While evaluating the category landscape, we found competitive campaigns were aggressively reaching existing category buyers both outside and inside stores. Top-of-mind awareness and consideration were being pursued by many brands, producing a lot of noise in the category, but not one clear leader.
Audience data revealed that FITCRUNCH buyers often did research ahead of their shopping trips, underscoring the importance of strong brand affinity to ensure shoppers are seeking out FITCRUNCH and adding it to their list or cart.
Idea
To combat competitive noise and effectively reach and develop strong brand affinity among target prospects to drive sales, we employed full-funnel media driven by First-Party and Shopper Data.
We maintained strong visibility using top of funnel media with layered RMN tactics to capture demand and measure sales
Leveraged First-Party data for targeting and measurement specific to each retailer to capitalize on unique shopper behavior
Using Shopper Data, we employed competitive conquesting and targeted lapsed buyers to maintain/increase share of category