Puck introduced a new creamier recipe for its popular jar products to enhance the taste and texture, meeting evolving consumer preferences. The campaign aimed to create excitement around the new recipe, drive awareness, and encourage trials among existing and new customers. The scope of work included developing a comprehensive campaign strategy, shopper experience materials, and production of all necessary assets to support the launch across multiple markets.

Challenge: The primary challenge was to effectively communicate the improved creaminess of the new Puck recipe while differentiating it from previous versions and competitors. The campaign needed to appeal to a diverse audience across various markets and highlight the enhanced taste and versatility of the new product.

Approach:

1. Campaign Strategy: Developed a holistic campaign strategy that included both in-store and digital components. The strategy focused on creating a strong emotional connection with consumers by emphasizing the enhanced creaminess and superior quality of the new recipe.
2. Shopper Experience Materials: Designed a range of in-store materials, including tasting stations, shelf displays, posters, and point-of-sale materials to highlight the new creamier recipe. The materials aimed to engage consumers at the point of purchase and encourage them to try the product.
3. Digital Activation: Implemented a digital campaign to complement in-store efforts, leveraging social media, influencers, and targeted online ads to create buzz and reach a broader audience. The digital assets included engaging content that showcased the new recipe in various dishes, emphasizing its creaminess and versatility.
4. Production Management: Managed the production of all materials, ensuring high quality and consistent alignment with Puck’s brand standards across different markets.

Execution Highlights:

• Tasting Stations and Demos: Set up tasting stations in key retail locations to provide customers with a firsthand experience of the new creamier recipe, generating immediate feedback and driving product trials.
• Eye-Catching In-Store Displays: Developed visually striking shelf displays and point-of-sale materials that highlighted the product’s improved creaminess, enticing customers to purchase.
• Comprehensive Digital Campaign: Launched a digital campaign featuring influencer partnerships, interactive content, and user-generated content to amplify reach and engagement.