Jambalya Girl
CHALLENGE
LIFTING WEEKLY SALES of 4-pack kit to 50+ units (25% increase) at five new Costco locations.
SHORTEN PURCHASE CYCLE through increased frequency of repeat sales.
GROW CUSTOMER BASE through new audience acquisition.
INSIGHT
Warehouse clubs (e.g.: Costco, Sam’s) produce the largest percentage of sales for the brand, and Costco shoppers specifically index higher on the “foodie” scale for packaged dinners/season mixes (168 vs 76 index). While consumers seek convenient options for meal planning, the purchase frequency is limited to once every two months.
A significant pool of Costco shoppers (75% within 25 miles of a store) exists, including current users of the category. Many of whom rely heavily on digital technology for meal planning, including before entering the store and while checking out.
COVID-19 eliminated sampling demos, and couponing isn’t capable of lifting sales to the necessary level as a stand-alone tactic.
RESULTS
48.4%
SALES INCREASE over a four-week period from a similar promotion several months prior.
Promotion pushed 1,195 units versus 805 during past efforts.
Weekly average unit sales were up 32% WITHOUT any “talker” demonstration.
When paid media was combined with “talker” demonstration, the weekly sales were 97% above average weekly sales for prior initiatives.
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