Reframing a Brand: Expanding Without Alienating
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Shifting target audiences and reframing how consumers use a product can be risky for any brand. Jack Link’s CMO shares how the brand expanded its marketing to include an entirely new target audience without alienating its core customer. How did its media and messaging strategies deliver sales lift and an increase in key brand metrics, maintaining Jack Link’s as the #1 meat snack brand.
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Reframing a Brand: Expanding Without Alienating
- 1. Tom ‘TD’ Dixon, CMO REFRAMING A BRAND: EXPANDING WITHOUT ALIENATING
- 2. OUR BUSINESS CHALLENGE Low Buy Rate Market Growth of $1.5B Low Household Penetration Annual Category Buy Rate 98 96 97 77 56 Fruit/Produce Potato/Tortilla Chips Cookies/Crackers Nuts/Seeds Meat Snacks 35 25 18 7 0 5 10 15 20 25 30 35 40 Chips/Pretzels Fresh Fruit Nuts & Seeds Jerky/Dried Meat Source: Mintel Salty Snacks US March 2019, HHP- Fruit/Produce (FMI’s The Power of Produce 2017):; Cookies/Crackers, Nuts/Seeds, Meat Snacks (Nielsen L52W Ending 3.23.19 vs 2 YA)
- 3. OUR GROWTH STRATEGY TO What Why/ When Who Where Beef Jerky Protein Snacks Once In-A While Outdoors Primarily Men Everyday Everyone Everywhere FROM
- 5. HOW TO DO IT REFRAME WIN OCCASIONS DRIVE CONVERSION From Jerky to Everyday Protein Snack HOME WORK FITNESS OUTDOOR EACH OCCASION WILL HAVE ITS OWN UNIQUE WAY TO WIN Out of Store, In-Store, Search, E-COMM
- 6. APPROACH TO MEDIA NOTICE ENGAGE ACT ADVOCATE Top-Down, Bottom-Up Approach to Media
- 7. MULTI-YEAR CREATIVE APPROACH 2017 2018 2019
- 9. CONTENT DIVERSIFICATION TOFROM All about Sasquatch in the Woods Relevant Content in Relevant Occasions
- 10. STORY TELLING AS A MESSAGING STRATEGY
- 14. RESULTS AND OPPORTUNITY AREAS We believe our balanced approach to expanding our target audience while still being true to our core consumer has aided in our success over the last 2 years. KEY WINS OPPORTUNITY AREAS • Revisit the role of occasions • More Surgical audience targeting • Product-specific messaging & targeting Brand Awareness Aided +10 Unaided + 6 HH Penetration +2pts Web Traffic +62% Sales +5%
- 15. THANK YOU Tom Dixon, CMO tom.dixon@jacklinks.com
Notes de l'éditeur
- Our research showed that our desired consumer, the Protein Seeker, consume snacks at home and work, as well as on-the-go. We opted to focus on home and work as our primary locations to link meat snacks with various tasks in those locations (grass cutting, working late, etc.) We also wanted to reach an active audience, so we targeted a more fitness oriented audience with relevant messaging.
- Top-down, bottom up approach to media allowed us to generate awareness and consideration at the ‘Notice/Engage’ level of the funnel with tactics such as linear TV and OLV. The bottom-up approach enabled us to focus on driving into retail with tactics like geo-fenced mobile and programmatic out of home and driving to the website with performance-driven digital media like paid search, social, and display banners.
- We went from focusing our media spend predominantly on linear TV to diversifying our spend across a multi-channel media mix. Our channel selections included linear TV, online radio and video, online and mobile banners, outdoor billboards, paid social, and gas station video.
- We showcased how meat, as the original protein, helped people power through tasks in the past and today. We also decided that despite a shift in direction for our creative to appeal with a new audience, but not forget the current consumer, we made an effort to ensure Sasquatch continued to play a role.
- For positive correlation: When we turn media on, we see a similar trend in sales data