Fresh Consumer Engagement

Opportunity

Launch Vlasic’s new farm fresh, all-natural pickles

Objective

Create instantaneous demand for new artisanal inspired product among primary grocery shoppers

Breakout Strategy

Bring the Farmer’s Garden experience directly to media tastemakers and influencers and capitalize on consumer desire for healthy, fresh and convenient food

The Program
  • Farm fresh samples delivered to top tier food media and social influencers in old-fashioned crates reminiscent of simpler times
  • VIP tasting, pairing and chef pickling demonstration with Chef David Burke in New York City, hosting the nation’s most influential food bloggers
  • Blogger partnerships to drive visibility and product reviews, recipes
  • Planting 50 urban gardens in partnership with the National Gardening Association and shared the story at retail with product neck hanger
  • Gave the Vlasic Stork a voice through social media engagement
  • Farmer’s market summer sampling tour in five target markets