Effie Award Winner: Supreme Source 10-Day Detox Program
Manufacturer: American Pet Nutrition
Lead Agency: The Mars Agency
2019 Shopper Marketing Effie Award: Challenger Brand Solution (Gold)
As an independent, family-owned brand with only a 0.69% share of the $30 billion grocery pet category, American Pet Nutrition’s Supreme Source faced an uphill battle as it embarked on a conversion campaign to get pet owners to try its premium pet food. The modest brand wields a small budget, too, compared to the leaders: Nestle’s Purina, General Mills’ Blue Buffalo and Smucker’s Rachael Ray.
A bigger challenge for the brand, however, is that more than 60% of pet owners are satisfied with what they’re serving their pets, per a Mintel study. To reach these pet parents, Supreme Source launched a “10-Day Challenge,” a digitally focused campaign targeting Gen-X moms who keep healthy food in mind for their family but may slight the family pet just a bit.
The 10-day program centered on a microsite, SuperfoodSwitch.com, where it guided challengers through the 10-day challenge. It’s where consumers registered to get a coupon for a free bag of Supreme Source pet food and selected a start day on a calendar. Then, daily tips helped her transition her pet into the food, offering the preferred ratio of old to new food to ease stomach and other issues, as well as sharing other grooming and play tips. The calendar could be downloaded to desktop or phone and sent notifications.
To drive awareness, ads ran on HGTV and the DiY Network; Supreme Source promoted through its media channels and targeted programmatic, rich text mobile media to pet owners in key markets; and influencers near priority retailers drove participation in the program by showing their own experience and motivating others to switch.
Results far exceeded expectations, nearly reaching the estimated amount of challengers and coupon downloads for the full eight-week run in the first two weeks and seeing a 14% redemption rate in-store (the estimate was 3%). Results showed Gen-X females were driving the program and sales at participating retailers were up by 21% versus a year ago. The email program gathered more than 27,000 emails (an estimate was 5,000), beginning its first-ever CRM marketing database to drive repeat purchase and loyalty.
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