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Challenge

  • Category and brand sales declining at Walmart and overall
  • Needed to increase the number of times consumers chose Wolf Brand Chili when purchasing canned chili

Insight

  • Awareness of the Wolf Brand was limited vs competitive offering
  • Consumers unaware of differentiating attributes

Strategies

  • Created and distributed Wolf Brand Chili recipe booklets with coupons to families at high school events
  • Created branded annual home-game schedule magnets as keeper piece for consumers
  • Facilitated opportunities for fans to taste Wolf Brand Chili at games
  • Extended beyond game event, into fan households

Idea

  • Created a “Label Loyalty Program” to increase chili sales among high school community members
  • To jump-start engagement of families and school administration, a cash prize was awarded to the high school that collected the most Wolf Brand Chili labels

What we did

Signage / PA announcements / Schedule magnets / Recipe book distribution / Posters and sampling (Concession stands) / Coupons / Emails to booster contacts / Label collection contest

1.8MM+

fans exposed to the Brand at over 500 events and 94 participating high schools in the Dallas, Houston, Austin, San Antonio, Lubbock and Corpus Christi markets

15K+

pounds of Wolf Brand Chili served at concession stands

3K

# of Wolf Brand Chili labels received from the winning school as part of the “Label Loyalty Program”

$120K+

given back to participating schools

Contact us

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