Client
Maple Leaf Foods Inc.
Product
Schneiders Hot Dogs
Campaign
As Diverse As You
Preface
In November 2016, Schneiders reported a 2.5% sales decline in their hot dog category. While they owned a large percentage of the market, they were losing relevance with the new generation of consumers: Millennials. We were challenged to reposition Schneiders hot dogs among millennials during the season of summer. The campaign targets 18-30 years olds. It is built on two key points found in our research:
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“New Canadians aren’t consuming hot dogs the way previous generations did because they come from diverse cultural backgrounds.”
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“Millennials cultural diversity allows their food palettes to be ethnic and adventurous.”
Our solution, “Schneiders: As Diverse As You”, is based on the insight that cultural diversity adds new flavours to our food experiences. Schneider prides itself on its Canadian heritage, and nothing is more Canadian than celebrating diversity.
As Diverse As You
Out of Home
We launched the campaign by introducing OOH transit signs.
YouTube Pre-roll
We introduced a hot dog recipe contest, “As Diverse As You” in May. This invited millennials to submit hot dog recipes that were inspired from their cultural food palettes. Example: The Greek hot dog or The Butter Chicken hot dog. We invited our audience through a YouTube Pre-roll.
Experiential
We introduced Schneiders food trucks that would transport these cultural recipes across Canada at various summer events and festivals. The winners would get their unique recipes featured on the Schneiders packaging. We had 15 winners from across the country.
Digital
We posted sponsored ads on Facebook that invited people to submit recipes.
They were able to submit their recipes through a quick Schneiders web form.
In-store
Simultaneously, we positioned shelf talkers in International food aisles at select grocery chains.
The Launch
We launched the food trucks at different summer events and festivals across Canada on 21st June. With the help of YouTube influencers, we used the Live Stream feature on Facebook to promote the launch in real time. This allowed for an in-the-moment engagement with our audience on social media.
