Litehouse Foods makes awesome, high-quality refrigerated salad dressings and dips. They were looking to take their brand up a notch and obtain some serious sales growth. The big challenge was going to be, how do we convince dressing shoppers to to migrate from the dressing aisle to the refrigerated produce section, and fork over an extra $1 per bottle for Litehouse?
We discovered that while customers thought of Litehouse as “premium” and “expensive,” many also appreciated the fact that they were made fresh, and weren’t loaded down with artificial preservatives. So we built a campaign around all the things that Litehouse dressings aren’t.
No artificial ingredients. No preservatives. No MSG. No high-fat corn oil. Zero trans fats.
Long story short, we succeeded at convincing educated, upscale women to make that 20-foot walk to the produce section for their dressings. Litehouse sales were up a whopping 40% in our first advertising markets, and awareness of the products was up 80%.
Based on the success of our initial markets (Portland and Spokane), we have since replicated the campaign in Denver, Seattle, Salt Lake City, Boise, Minneapolis, Sacramento and Chicago, all with results that far exceeded expectations.
Hard to believe that as large and ever-present as Comcast is, among small business owners, they have very little name recognition. Their services were not viewed by this market as fine for their home, but not up to the standards of being “business grade.”
We found real Comcast customers who had relished in huge cost savings and service improvements by switching to Comcast.
To overcome this, we seeked out and enlisted passionate Comcast business customers who were more than willing to share their experiences with Comcast products, and how they represented an upgrade from the expected DSL or T-1 lines.
We picked a broad collection of businesses, and shot the spots at their locations. The sincerity and believability they brought to the project, frankly, couldn’t have been replicated any other way.
In all, we produced more than a dozen spots featuring businesses in Seattle, Spokane, Portland, Beaverton, Tacoma, Kent/Auburn, Everett and Bellingham. During the first 3-months of this campaign, Comcast saw a 16% increase in acquisitions. That trend continued and within 18 months, Comcast was the #1 provider of small business Internet services.