Applegate – “What’s in Your Hot Dog?”
After 25 years in business, organic and natural meats brand Applegate launched their first consumer campaign to introduce Applegate to a broader consumer base with a test in three markets.
SwellShark was challenged to understand the mindset and media habits of their high value consumer – the Explorer – and build a plan that would drive awareness and velocity.
Through research we were able to hone in on the Explorer’s path to organic food and focus our targeting on the times and places they are most likely to consume health and wellness info. As a result, Applegate’s “What’s in Your Hot Dog” 2012 Campaign Delivered a 35% increase in Brand Awareness, a 21% increase in purchase intent, and an increase in Hot Dog Market Share and Applegate Product searches.
Overall, Applegate’s EOY 2012 Household Penetration went up +15% vs. June ’12 and we’ve continued to build momentum through our expanded 2013 campaign efforts.