Renée’s Gourmet - Fresh from the Fridge

Challenge:

To deliver a comprehensive, highly visible, awareness program with a strong digital element that highlights the unique benefits of Renée’s Gourmet salad dressing.

Solution:

Conceive and develop Renée’s Gourmet “Fresh From The Fridge” Sweepstakes.
Provide differentiation on shelf for the entire Renée’s Gourmet product line-up with:
- Shelf talkers in most major retailers
- On-pack contest information on over 2 million bottles
- Floor graphics at Loblaws and Safeway
- In-store sampling at Dominion and Metro stores
Launch an online contest over the Labour Day Weekend, highlighted in a national FSI to over 7 million households.
A microsite was developed for the online contest to capture demographic information and expand the Renée’s Gourmet database.
A significant online advertising budget was allocated for this contest highlighted by big box, skyscraper, and leader board advertising.
Award grand prizes of one of three complete Frigidaire Stainless Steel Kitchens.

Results:

34,741 entrants into the sweepstakes
The sweepstakes was clearly designed for the target market with entrants:
- 73% women
- 52% top-two box in household income
- 43 top-two box in education
- Almost 7 in 10 of the entrants were between 25-54 years of age
- Predominantly urban/suburban
The Tell-A-Friend Component of the sweepstakes was very successful – over 8,000 individuals referred a friend to the contest.
Sales lift of entire salad dressing line-up was +14% versus YAG.