all natural campaign
the issue:
As a leader in the tuna category, Clover Leaf was seeing a decline in canned tuna consumption in recent years. Consumers were deferring from canned food to “healthier perceived” alternative foods in the produce grocery aisle.
the truth:
While all natural products are immensely important to consumers, they believe that canned fish is processed and packed with preservatives.
the idea:
We demonstrated that Clover Leaf tuna in water is as nutritious as fresh and encouraged consumers to not judge all natural by it’s “cover”.
the approach:
An omni-channel plan was executed using both traditional and digital platforms including television, video on demand (VOD), digital video, programmatic display, and social media. The campaign ran for 9 weeks to drive top of mind awareness and strengthened Clover Leaf’s leadership position in the category.
the results:
With combined media/marketing efforts, Clover Leaf achieved a lift in sales of +16% for the year.
