Research informing strategyExtending the grilling season by enticing enthusiasts to incorporate grilling into their Thanksgiving holiday.
- Kingsford wanted to extend the grilling season for families, incorporating it into the Thanksgiving holiday.
- Embracing a CX approach to plan and execute a campaign – moving away from a focus on awareness only – the challenge was to understand consumer motivations and behaviour, in relation to grilling and Thanksgiving, in order to influence it.
- By interviewing Kingsford’s key persona ‘Jack’, we realised Thanksgiving was more complex than typical grilling occasions.
- In-depth qualitative and quantitative research (including consumer interviews, social listening, consumer surveys, web analytics and partner data) identified our target persona was actually not Jack (as Kingsford research suggested), but instead his wife Diane.
Interesting insights uncovered about Diane:
- 71% like grilling themselves.
- 48% rated ‘excellent taste’ as the most important food goal.
- 31% stated ‘follow traditional recipes’ as their most important preparation goal.
- 50% stated that a recipe that ‘produces a good-looking dish’ made the recipe appearing.
Full funnel, multi-channel approach to target Diane:
- Channel activity was planned to achieve goals at each stage of the purchase funnel e.g. to inspire Diane during consideration.
- Channels included; paid social, display advertising, print ads, paid search, video ads, recipe content, direct buys, at-shelf advertising, site content, email and retargeting.
- Creative was evolved using insight from the consumer research.
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