By moving from rational to emotional messaging, alPunto Advertising took Farmer John products to the Hispanic moms, making them the “heroes of the kitchen.”
Services:TV, Grassroots, Print
Challenge:To translate high brand awareness into usage/loyalty for our target consumer and convince Hispanic Women ages 25-34 of the superior taste of Farmer John Products was worth a premium.
Solution:Created a :30 TV commercial, featuring Hispanic female cooks displaying the product as “fashionable”. 95 Reach/39.7 Frequency among SDW 25-54 . Created Tip booklet. Sampling of the product in multiple Hispanic grocery stores.
Results:Awareness of the core products increased 10-14 percentage points. Unaided ad awareness more than doubled. Farmer John share of Brand Last Purchased doubled or tripled depending on product. Even unadvertised product in incredibly competitive environment strongly benefited, gaining a tie in awareness with the strongest competitors.