With help from celebrity chef Emily Ellyn, Frigo® Cheese encouraged its fans to eat outdoors during the summer season. With new recipes and chances to win outdoor-worthy prizes, Frigo® Cheese will leave the kitchen and explore the backyard patio, picnic tables, barbecues, and everything summer has to offer.
Frigo® Cheese was challenged with brand awareness. In addition, the brand was challenged to bring news and excitement to support brand awareness during a more typically slow summer season.
Frigo® Cheese approached the season from the mindset of the consumer yearning to soak in the summer sun and enjoy as many meals as possible outdoors. The program had to ensure that more of those meals included Frigo® Cheeses! Fresh ideas for the fresh outdoors, unbreakable dishware on which to serve them, and pure inspiration had to be part of the solution for our consumers.
Hangar12 delivered with an instant win game, sweepstakes, recipe videos, digital advertising, social media, Google Adwords, an email campaign, and more!
The instant-win game and sweepstakes required consumers to “peruse and choose” from among a set of Frigo® Fresh recipes to enter, exposing them to a wide range of new recipes from ice cream to pizza and everything in between. Prizes featured outdoor dinnerware to push consumers to follow the underlying “Al Fresco” thematic and enjoy their meals outdoors.
To take their outdoor experience further, consumers could enter daily to win a Grand Prize of the Ultimate Backyard set!
Emily Ellyn was featured throughout the program, offering tips, advice, and “fresh” new recipes. Videos in long form and accompanying short form guided consumers through the recipes. Emily’s presence was not only felt in the videos, but her words and attitude were integral to the social media support, too, including Instagram, Facebook, Youtube, and Pinterest.
Total entries in the sweepstakes was the highest ever seen in a Frigo® Cheese promotion. Fans were engaged on social media like never before, and were invested in bringing Frigo® Cheese outdoors in a celebration of the season. Emily Ellyn’s videos resonated with consumers, too. And the digital advertising campaign generated almost 5 million impressions. Frigo® Al Fresco was undeniably a bright spot in the summer season!
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