Country Bob’s Kickoff to Summer

The Challenge

Summer means longer days, fresh cut grass, time with family, and, of course, more barbecues! As consumers began to wheel their trusty BBQ grills back into the yard, Country Bob’s wanted to welcome the grilling season in style with a special retail marketing campaign, led by Cliffedge Marketing.

Country Bob’s “Kickoff to Summer” campaign goals included:

1. Raise awareness around their sauces and seasonings during peak sales season
2. Encourage more consumer product trials as part of their summer grilling routine
3. Support the product sales experience across multiple, targeted retailers
4. Grow Country Bob’s consumer database and website traffic

Country Bob’s trusted their longtime shopper marketing agency, Cliffedge Marketing, to find creative, immersive ways to engage new consumers and make the brand a welcome addition at every summer BBQ.

The Secret Sauce for Success

Channeling our own insatiable love for grilling, Cliffedge Marketing knew it would take an omnichannel marketing approach to successfully generate consumer awareness, trigger action and grow Country Bob’s reach within this smoking hot segment of retail.

After identifying target markets to engage via a multichannel marketing campaign, Cliffedge rolled out activations focused on Jewel-Osco grocery stores in the Chicagoland area and Winn-Dixie supermarkets in Alabama, Florida and Georgia.

The “Kickoff to Summer” omnichannel approach included:

• Building a target audience based on demographics and activity
• Sharing digital marketing offers across Jewel-Osco’s retail media network
• Placing geo-targeted social media advertising at specific locations
• Triggering email remarketing for engaged consumers
• Running special in-store sweepstakes at Winn-Dixie locations
• Combined an in-store shelf blades experience with digital ads and remarketing

Cliffedge Marketing leveraged proven retailer media networks, exciting promotions and helpful content to raise awareness and engagement across in-store and digital touchpoints.

Serving Up Some Delicious ROI

Ahead of Memorial Day, the unofficial start of grilling season, all the way through mid-June in the summer of 2021, the Cliffedge Marketing and Country Bob’s collaboration would prove successful at crushing every campaign goal they set out to accomplish.

Here’s how we seared the Country Bob’s brand into the mind of shoppers:

1. Participated in a digital sampling promotion via the retailer’s rewards app
   1. Targeted reward members in the weeks leading up to Memorial Day
   2. Offered a free bottle of Country Bob’s BBQ sauce, no purchase necessary
2. Increased in-store visibility with QR enabled shelf talkers
   1. Funneled consumers to website for entry, increasing database size
   2. Promoted brand awareness with a grand prize of $500 for a new grill
3. Supported promotion with a Social Ad Campaign featuring a free giveaway
   1. Promoted summertime recipes with geofenced ads across key zip codes
   2. Drove website traffic and conversions into Country Bob’s database
4. Remarketed entrants with downloadable special offer
   1. Increased website traffic and database growth further
   2. Generated more brand awareness and supported retail sales

Cliffedge Marketing’s strategic multichannel marketing campaign fired up the sizzle necessary to attract new consumers, grow their database and drive more sales velocity for Country Bob’s.

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