• by OMMA Editors , September 12, 2021

Continental Mills/Krusteaz wanted to increase household share from 15.3% to 19% in 14 months, so it tapped Harmelin Media during COVID, a time when Aunt Jemima controlled 45% of the U.S. pancake market. Turns out consumers are creatures of habit. They buy whatever worked in the past. The video campaign spanning social, programmatic, display, search, influencers, and OTT focused on food, joy and family traditions. Krusteaz outperformed in the category. Key markets grew 40% year over year. In four months, Krusteaz added 800,000 new buyers and achieved 19% household penetration ten months.