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Show me the best examples of food advertising that unites both the master brand and the brand's segments.
Hello! Thank you for your follow-up question about the best examples of food advertising that unites both the master brand and the brand's segments. The short answer is that five of such campaigns were launched by Nabisco, Tyson Foods, ConAgra, Hershey's and Unilever. Below you will find a deep dive into my findings.
METHODOLOGY
I followed the successful strategy of the previous research, starting by identifying the major multi-brand players in the food industry. I targeted their latest campaigns, checking for examples of umbrella marketing. I also performed additional searches for successful multi-brand advertising, to provide you with the most valuable examples.
As I understand that marketing trends are changing rapidly, I chose the most recent campaigns I could find. However, since there weren't enough satisfying ones launched last year, I decided to widen my scope to two years. I also included one CPG campaign because it implemented a unique strategy and heavily relied on food brands.
NABISCO
Nabisco is the international brand of Modelez, one of the most prominent corporations in the food industry. Among other products, it unites various snack brands, i.e., Oreo, Ritz, Chips Ahoy! and Triscuit. In May, it launched "Remix Your BBQ" integrated marketing campaign, which includes in-store sampling, Pinterest boards, and influencer engagement. Additionally, the company collaborated with Lady Antebellum, a seven-time GRAMMY winner. Nabisco was not only the title sponsor of the US Tour but also had its food trucks on selected concerts.
According to the experts from Marketing Dive, summer holds many unique selling opportunities for CPG brands, and with this campaign, Nabisco capitalizes on two of them — festivals and cookouts.
HERSHEY'S
The 2016 "Hello Hershey's. Hello Happy" campaign was the first time Hershey's opted for marketing its products under one master brand. The large chocolate manufacturer wanted to invite their customers to celebrate small, everyday things. The message was spread through warm, relatable storytelling, a technique that the company rarely used before. It was implemented through social, digital and in-store channels.
The campaign started with a highly-praised "My Dad" ad, which features Hershey's syrup, bar, and spread. The goal was to spark happy memories. This quality is the brand's main strength, as discovered by the consumer research they conducted.
CONAGRA
ConAgra has over 60 brands under its umbrella. Despite the difficulty of uniting many ranges of products, the company often chooses multi-brand marketing solutions. In the past, it managed to reach millennials with multi-brand displays in the stores and a digital library of unsigned artists, which featured music-related giveaways. In 2015, they launched a special "Start Dinner Here" campaign in Canada. Again, they had multi-brand displays in the supermarkets. There was also a website that shared ideas about how to use the products.
The goal was to connect more established products with less traditional options. Before starting the campaign, they conducted a survey according to which most people found in-store dinner ideas useful.
TYSON FOODS
In 2016, Tyson Foods launched a multi-brand holiday campaign, "A Season to Share." It featured nine videos, as well as in-store, print, social and online advertising. The brand invited a famous actor, comedian, and chef, Anthony Anderson, to star in three of the episodes together with his mother, Doris Bowman. Some products featured included Galileo Salame, Wright Brand Bacon, and Sara Lee.
The campaign was meant to promote Tyson brands, as well as aid food retailer partners to connect with customers.
UNILEVER
Unilever, one of the top CPG companies in the world, found a unique way to increase its sales during Ramadan in Indonesia. The campaign targeted moms who looked for inspiration to spend it perfectly. It was called "1001 Inspirasi Ramadhan". It relied on digital channels, mainly on the mobile hub but also on social media, search and video. Over 50 content creators and publishers contributed to the project. As a result, sales increased by 17% compared to the previous year.
While the campaign also promoted other CPG products, food was a big driver behind it, with special recipes constantly changing on the website. Also, food packages, featuring multiple brands, were available in the store on the website.
SUMMARY
To wrap it up, the companies that launched successful multi-brand campaigns include Nabisco, Tyson Foods, ConAgra, Hershey's and Unilever. I provided you with detailed overviews of their strategies.
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