CHALLENGE

The Quaker brand takes great pride in its Chewy Dipps products and continually offers consumers new innovation in the granola bar category.  The Quaker Chewy Dipps brand team was launching their latest innovation—Llama Rama—and looking to create a fresh and engaging national campaign to drive new product trials, sales at retail, and generate overall excitement for the entire Chewy Dipps Granola Bar portfolio amongst family summer activities. To make things more interesting, flash packaging graphics or unique codes on product were not a viable option due to timing and budget. Once Identified, it was up to the MRi team to get creative with the marketing and communication to achieve this promotion’s purpose.

CHALLENGE

The Quaker brand takes great pride in its Chewy Dipps products and continually offers consumers new innovation in the granola bar category.  The Quaker Chewy Dipps brand team was launching their latest innovation—Llama Rama—and looking to create a fresh and engaging national campaign to drive new product trials, sales at retail, and generate overall excitement for the entire Chewy Dipps Granola Bar portfolio amongst family summer activities. To make things more interesting, flash packaging graphics or unique codes on product were not a viable option due to timing and budget. Once Identified, it was up to the MRi team to get creative with the marketing and communication to achieve this promotion’s purpose.

SOLUTION

MRi got to work developing a promotion to meet the challenges the Quaker Chewy Dipps Llama Rama campaign faced, and an offer program was the perfect answer. With an offer program, our experts knew Chewy Dipps could increase sales for their Lama Rama granola bars by utilizing our OCR receipt scanning technology in combination with an exciting reward. And since the Llama Rama creative was so unique and fit their audience, a Llama Rama beach towel was the perfect summer themed reward.

With a strategy developed, MRi got to work putting all the pieces in motion. Our digital team put together a promotional microsite that represented the Llama Rama brand and worked seamlessly with our OCR technology, making the reward as easy as 1, 2, 3; Buy, Snap, Receive. Our promotion managers took care of timelines, legalities, and fulfillment to bring this promotion to life. The process proved to be flawless, fast and fun!

SOLUTION

MRi got to work developing a promotion to meet the challenges the Quaker Chewy Dipps Llama Rama campaign faced, and an offer program was the perfect answer. With an offer program, our experts knew Chewy Dipps could increase sales for their Lama Rama granola bars by utilizing our OCR receipt scanning technology in combination with an exciting reward. And since the Llama Rama creative was so unique and fit their audience, a Llama Rama beach towel was the perfect summer themed reward.

 

With a strategy developed, MRi got to work putting all the pieces in motion. Our digital team put together a promotional microsite that represented the Llama Rama brand and worked seamlessly with our OCR technology, making the reward as easy as 1, 2, 3; Buy, Snap, Receive. Our promotion managers took care of timelines, legalities, and fulfillment to bring this promotion to life. The process proved to be flawless, fast and fun!

RESULTS

MRi tracked all data in real-time and the results were amazing to watch unfold. Social media was filled with excited families posting pics of themselves with their towel and there were thousands of Facebook referrals to the site during the 8 week promotion. Despite the lack of flash packaging, the program had a huge reach and piqued many consumers’ interest, with the program microsite totaling nearly 75 thousand unique visitors.

 

The promotion was such a hit, Quaker’s initial redemption goal was quadrupled, with the client having to add hundreds more towels mid-program to meet the demand. In addition, 60% of form submissions opted in to emails from Quaker. In total, thousands of receipts were validated and towels awarded to consumers.

 

The promotion successfully met the challenges Chewy Dipps faced. Consumers were overjoyed with their towels and are now ready for summer fun, while granola bar sales reached new highs and achieved this promotion’s purpose. With our reporting tool, Chewy Dipps was able to view their program’s results in real time. At the end of the program, MRi analyzed and presented the data & insights to the client so they are ready for their next big IDEA promotion from MRi.