Carnation Essentials Offers Free Breakfasts

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Carnation Essentials Offers Free Breakfasts

By April Miller - 10/22/2015
Nestle-owned brand marks 50th year with multichannel campaign driving consumers to stores

BRAND: Carnation Breakfast Essentials

KEY INSIGHTS: Busy – and digitally savvy – parents of tweens and teens are looking for breakfast wellness options for their families. They seek help and savings in planning their shopping trips.

ACTIVATION: A national FSI as well as digital and in-store elements encouraged shoppers to purchase two items for themselves so that they could give a free one – by sharing images of their receipts – to a friend, while supporting Feeding America in the process.

Glendale, Calif. — To celebrate the 50th anniversary of its Carnation Breakfast Essentials (formerly Instant Breakfast) brand, Nestle decided to give away 50,000 free breakfasts. The “50 Years of Breakfast Across America” program kicked off on April 26 when the manufacturer dropped a national FSI and activated digital and in-store elements.

The promotion continued through the end of June, giving consumers the chance to share a free Carnation Breakfast Essentials (CBE) product with a friend or family member. Shoppers purchasing two CBE products could text, email or upload images of their receipts. A confirmation email then provided instructions for consumers to nominate individuals for free-product coupons.

Nestle used Catalina printouts at checkout to build awareness and excitement. During the campaign period, Nestle used similar printouts to notify consumers that they had met the purchase requirement and to provide participation instructions.

Nestle also partnered with Feeding America for the campaign, donating $25,000 to the organization. While other Nestle brands have previously partnered with the nonprofit, this was a first for Carnation Breakfast Essentials as the brand looked to provide additional enticement for consumers to engage with the offer.

The target audience for the campaign was busy parents – with two-plus tweens and teens – who are trying to achieve wellness for their families and themselves. “Eating a nutritious breakfast is important,” says Jessica Gates, marketing manager, Carnation Breakfast Essentials. “Consumers are looking for convenient, nutritious breakfast solutions that don’t compromise precious moments with their family.”

Knowing that these parents are digitally connected and seeking savings and solutions for planning their shopping trips led Nestle to a partnership with Bethesda, Maryland-based Snipp Interactive, which helped kick off the promotion with an FSI coupon that could be redeemed in-store only. “We validated consumer purchases of CBE via our SnippCheck OCR technology,” explains David Hargreaves, chief client officer at Snipp Interactive. “With every validation, Snipp also delivered a digital coupon for CBE products that could be used in-store on their next trip.”

Consumers were driven to a dedicated promotional website to learn more about the promotion. Those who did not want to use a phone to upload receipt images could do that through the site.

Nestle also drove the promotion through the brand’s Facebook page and sponsored posts, as well as via Feeding America’s website and social media pages. Carnation Breakfast Essentials and Walmart sent co-branded email blasts that linked to a Walmart-hosted landing page to deliver coupon offers and educate shoppers.

“Blogger posts encouraged consumers to participate and purchase in-store by including promotion instructions and in-store pictures, focusing on key retailers,” says Kelly Connelly, account executive for program partner Catapult, Westport, Connecticut.

Retailers had access to power shipper displays with a “50 years” logo throughout the anniversary year. Specific to the campaign, Kroger (at-shelf POS signs) and Sam’s Club (custom pallet skirts) received custom materials. At Sam’s Club, members were able to buy one club-sized product to share a free breakfast.

In addition to partners already mentioned, Carnation Breakfast Essentials also worked with Coupons.com Inc., Mountain View, California; iHeartPublix, Lakeland, Florida; Collective Bias, Rogers, Arkansas; News America Marketing, New York; Triad Retail Media, St. Petersburg, Florida; and Conversant Media, Chicago; as well as agencies Dailey, West Hollywood, California; Three Deep Marketing, St. Paul, Minnesota; and MetaVision, New York.

Nestle’s use of Snipp not only simplified participation for consumers but also helped Snipp collect detailed insights by analyzing the receipt data. “Some highlights include products purchased, top retailers by program participants and dollar spend,” says Hargreaves.