Growing a CPG Brand at Walmart
Challenge:
Country Bob’s new line of Barbecue Sauces got picked up in over 800+ Walmart stores. Country Bob’s needed to cost-effectively reach Walmart shoppers at scale with a retail marketing strategy that moved units and ensured they could maintain their shelf space with their new product launch.
Solution:
We outlined an omnichannel strategy to boost demand and drive conversion of the Country Bob’s Barbecue Sauces at Walmart within an efficient budget. Our successful strategy included:
- Driving high awareness and engagement with giveaways
- Creating an appetite for the product by showing it in use through a robust, authentic influencer program
- Targeting known Walmart shoppers as well as new audiences by diversifying ad platforms
- Increasing awareness and ROI with Walmart.com sponsored search placements
- Incentivizing purchase through rebate offers syndicated with Walmart’s cash back program
- Optimizing performance through continuous evaluating and refining of strategy and creative
Results:
- Country Bob’s Barbecue Sauces beat sales forecasts all throughout their peak season
- They maintained their store count and introduced another flavor to hundreds of Walmart stores the next year
- EOY resulted in dollars +23.5% and units +23.3%
