Consumer Products Superbowl Case Study
During the lead-up to the Super Bowl, sales of Hormel’s chili products were attributed directly to the campaign, and consumers engaged with the sweepstakes promotion to create increased brand exposure.
Hormel saw an opportunity to promote its line of chili products and capitalize on increased grocery shopping activity leading up to the Super Bowl. Hormel wanted to deploy three creative variations and user experiences that each required a qualified target audience to ensure consumer engagement:
• Microsite promoting football-themed sweepstakes and chance to win a Hormel-branded jersey (Targeted football fans, Super Bowl viewers)
• Coupons.com landing page with various Hormel Chili savings opportunities (Targeted price-sensitive shoppers)
• Customized shopper marketing display unit with add-to-cart functionality (Targeted lapsed Hormel Chili buyers using a custom IRI segment)
Additionally, the campaign needed a sales revenue measurement solution to quantify the ROI of Hormel’s digital media budget across the six-week flight and show the impact of the sophisticated creative messaging strategy.
KORTX was tasked with managing campaign strategy and activation and identifying a creative solution that enabled grocery shoppers to easily purchase Hormel Chili products from grocery retailers. Technology from Chicory was incorporated into the Display units to create an add-to-cart function and streamline the shopping process for chili buyers and football fans.
Our Strategy and Operations teams collaborated to build three distinct target audience groups and a campaign structure that ensured each creative message reached qualified consumers. KORTX’s partner portfolio includes Nielsen Catalina Solutions, which was a perfect fit to provide ROI measurement based on Hormel Chili sales and additional shopper marketing metrics.
Collaboration between KORTX, Hormel and their creative agency ensured cohesion across all aspects of the digital media strategy. During the lead-up to the Super Bowl, sales of Hormel’s chili products were attributed to the campaign and consumers engaged with the sweepstakes promotion to create increased brand exposure. KORTX achieved the holistic objective of matching multiple target audiences with unique creative messaging and landing page experiences, highlighting the importance of cross-team collaboration and strategic alignment between media and creative.
The combination of a unique creative strategy and KORTX’s digital media expertise ultimately delivered a 4.3x ROI for Hormel Chili’s Super Bowl campaign which surpassed the previous year’s performance by 110%.