Willow Tree Poultry Farm
PROJECT:
Product introduction – consumer and retail distribution
CHALLENGE:
Introduce Willow Tree Chicken Salad to the Boston market in a wholly unforgettable manner
GOAL:
Win distribution: Create consumer awareness and build additional distribution channels for Willow Tree Chicken Salad in the Boston market
CONCEPT:
“I Got Clucked!” Campaign
DEFINITION:
Clucked! (Klukt), W.T., the act of (a Bostonian) being selected to sample delicious, mouth-watering Willow Tree Chicken Salad
EXECUTION:
This concept fueled all creative and served as a foundation that launched, connected and drove all advertising efforts for this initiative. The campaign had an ongoing, guerilla-style feel, aided and abetted with creative “Attack Components” and “Cluck Factors”.
RESULTS:
In the Boston region, the Willow Tree “Clucking” campaign generated an increase in sales of just over 5% during the campaign year and an additional 4% the following year. “Spillover” from the campaign increased sales incrementally over the whole of Southeastern Massachusetts, including Willow Tree’s retail store in Attleboro.
CREATIVE ATTACK COMPONENTS:
- Cluck Truck: Sampling & event vehicle (serving as a rolling billboard). Present at all sponsored events and “Clucking” efforts.
- Willy T.: The “Big Cluck” himself, campaign mascot and sampling team member.
- Squawk Box: Branded sampling box.
- www.igotclucked.com
- Retail salad card hand-outs.
- Branded premium items handed out throughout the campaign.
ADVERTISING COMPONENTS:
- Billboards: I-93 expressway; northbound and southbound.
- Cab Tops: 50 cabs with 2-sided cab tops.
- Broadcast: Air coverage campaign: 10 week flight.
CLUCK FACTORS:
- In-store Sampling: Select major supermarket locations in the Boston area.
- Sponsored Events: Higher volume sampling at major sponsored events throughout the summer.
- Permitted Events: Folks are Clucked in high traffic areas such as Prudential Plaza, Faneuil Hall and Boston Common.
Samples hand delivered to high-profile personages and locations such as City Hall Plaza, Fire Depts, The State House, etc. Feeding unsuspecting flocks of shoppers, construction workers, business people, etc. Leveraging and recruiting additional distribution with independent retailers.
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