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A co-marketing program that raised the steaks.

Challenge

Drive sales of Colorado Boxed Beef proprietary brands, High River Angus beef and Diamond Reef seafood, at 45 Food Town locations in Houston, TX during the holiday season.

Strategy

Leverage an integrated, multi-channel approach combining broad awareness and targeted tactics to reach shoppers within a 5-mile radius of each Food Town location. Deliver weekly sales discounts on various beef and seafood products over a 4-week December timeframe.

Activation

  • Outdoor posters (small billboards) near each store location promoting month-long steak and seafood offers, exclusively at Food Town
  • Geo-fencing within a 3-mile radius of each store utilizing dynamic in-app advertising to deliver specific product offers that varied weekly
  • Weekly ads in Food Town print and on-line circulars
  • Features in Food Town customer emails, e-newsletters and “Food Town+” app
    Pop up ad on yourfoodtown.com for 4 weeks

Performance

  • Outdoor posters: 11M+ impressions over 4 weeks
  • Geo-fencing: 752,666 impressions delivered; 3,189 clicks; .42% CTR
  • Sales increase: beef products up 15%/ seafood products up 12% vs. prior year

MORE CASE STUDIES

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