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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Con Agra |
| PRODUCT: |
Rosarita, Chef Boyardee, Hunt's and Dennison |
CHALLENGE:
Design a program that would appeal to the Hispanic consumers and increase brand visibility within
that demographic in the Southern California Region. Con Agra wanted a program strong enough to
leverage display, ad support and promotional pricing.
 SOLUTION:
EMG provided a "gift with purchase" program that specifically targeted the Latin shopper. Studies
have shown that international calling cards are more likely to be purchased by this target group
than any other, so we partnered with an independent card distributor to utilize a 30 minute
international card as our consumer item.
The offer was 10 products for $10.00. Buy 10 in any
combination of Con Agra participating brands (Hunts, Rosarita, Dennison's and Chef Boyardee) and
receive a free 30 minute international calling card. Certificate for card was automatically
received at checkout via Catalina Marketing. Calling cards were designed with the four
participating brand logos and a customized message to the consumer when utilized.
RESULT:
A total of 12893 certificates were issued by Catalina. Con Agra had a 24% increase over the same
period last year. Dallas and Phoenix are in progress.
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