Having realized a sales-boosting breakthrough with a campaign that encouraged consumers to "unleash the joy" of enhancing fruit with Reddi-wip, the ConAgra Foods brand is looking to expand on that success with a new campaign dubbed #ShareTheJoy.
#ShareTheJoy is the brand's first new creative in three years, and the largest-budget and most integrated campaign in the brand's history, reports Angela Joyner, VP and general manager of the refrigerated foods portfolio at ConAgra.
The $4.2-million forerunner campaign that launched in 2013 was developed to increase sales in the months outside of Reddi-wip's traditionally dominant, pie-driven sales periods of Thanksgiving, Christmas and Easter.
During its formal run from March through September 2013, the award-winning, fruit-focused campaign employed a partnership with Naturipe Farms berries for in-store and social media-based promotions, and a "Work It" TV spot from the brand's AOR, DDB California, showing women enjoying 15-calories-per-serving Reddi-wip on fruit after a hard workout.
The campaign drove significant sales increases in each non-holiday month versus the same periods in the previous year and exceeded Reddi-wip's overall goal of boosting sales by 3.1%. It also marked the brand's first deep dive into social media. (One social promotion — a giveaway of plastic Reddi-wip Berry Keeper containers — grew Reddi-wip's Facebook community by 857%.)
The success led the brand to continue to air the "Work It" TV spot, rotating it with a "Sampling" spot that drives home the message that Reddi-wip, unlike competitive toppings, is real cream ("Oil or cream?"), through 2014 and the first eight months of this year.
According to Joyner, Reddi-wip sales have continued to grow by low to high single digits since the fruit campaign launched.
The new campaign from DDB California is much broader — and not just in the sense that it features the topping being used on many types of foods and beverages, as well as fruit, she tells Marketing Daily.
The creative is based on the results of a consumer survey conducted by the brand in conjunction with Sonja Lyubomirsky, a University of California psychology professor and author of The How of Happiness. The survey confirmed that people want to find ways to experience more everyday moments of joy, and that they feel those moments are enhanced when they are shared with others.
Hence, the new TV spots and other elements position
Reddi-wip as helping people create and share such everyday moments of joy.
The campaign kicked off at the end of August with a two-minute video for social media. The video shows a game between two real little league teams that face off once a year. This time, the game ends with the winning team inviting the losing team to join in a celebration that is fueled by the arrival of an avalanche of Reddi-wip cans.
The first two of four TV ads begin airing today. "Quest" shows a little boy who's so delighted when he finds a can of Reddi-wip in his lunchbox (with a note from mom saying "Smile Charlie!") that he shares his joy by using it to top his classmates' pudding and his teacher's fruit bowl. The other spot shows a father and daughter sharing homemade root beer floats enhanced by dollops of Reddi-wip.
The brand will use its social media channels and blogger outreach to offer a video and other joy-creation content/tips from Lyubomirsky, and to encourage fans to share their own moments of joy.
Bloggers will also be rousing their followers to create and share "joy missions," such as surprising those in need of a smile with Reddi-wip-topped treats, in their own communities.
Other components include paid digital and social advertising, consumer promotions, public relations, and in-store promotions developed with key retailers.
The campaign is an example of one key part of ConAgra's new strategy. When it comes to legacy brands, the company is focused on investing in new-product and marketing innovation to take those that are already resonating with consumers and delivering strong performance to the next level. Those brands include Hunt's, Rotel and Marie Callender's, as well as Reddi-wip.