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CASE STUDY - Staying the Leader of the
Pack
CLIENT: Heinz,
a Fortune 500 food processor
GOAL: Increase
ketchup packet product sales to school lunch programs.
CHALLENGE: Obtain
a commitment for brand switching among school lunch directors
previously using competing product and also incenting those
districts already using Heinz products to increase their case
commitments.
ACTION: Cavanaugh
designed and supplied a customized “Leader of the Packet”
beanie baby that was used to incent both new and current clients
in their ketchup packet purchases. Using this “free
beanie offer,” sales of Heinz products to this market
segment increased 12% over the similar time span during the
previous year.
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