Strategic
Consulting: ConAgra - Hebrew National / MLB
Situation
Hebrew National retained Velocity to help the company do a better job of leveraging its MLB team relationships. The company's objectives were to drive sales with incremental display activity and to engage consumers with meaningful brand takeaways at the ballpark.
Solution
Velocity created a promotional platform that reinforced the overall brand positioning and drove account-specific promotions with top retail customers in MLB team markets. We then helped execute the platform consistently across multiple MLB team and retail tactics to optimize promotional performance. Finally, Velocity also negotiated and created in-stadium promotional features at the ballpark, which helped build awareness of the brand and drive traffic to participating retailers.
Results
Results included record dollar sales market share nationally as well as a year-over-year lift in sales for each participating account. In addition, consumer research showed that the in-stadium promotions delivered awareness, purchase consideration and purchase intent for Hebrew National hot dogs.
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