As leader in the meat, cheese, and accoutrements categories, Boar’s Head needed to get on board with the growing charcuterie trend. How could we make charcuterie creation easy for consumers from product selection to board building and be sure that they were using the best quality ingredients?
When it comes to making a charcuterie board, the possibilities for self-expression are endless, as are the online sources of inspiration. With so many products and pairing combinations, it is easy for shoppers to immediately get overwhelmed and intimidated.
We created a full end-to-end campaign that was centered around an incredibly easy mnemonic system. We taught shoppers How 2 Charcuterie buy simply picking two across the board; 2 meats, 2 cheeses, 2 accompaniments. From content to sampling to in-store to digital, we connected to purchase at every touch point. In addition to our evergreen programming, we activated around key holidays and unexpected occasions by showing shoppers how to make beautiful boards for any get together.
DROVE SALES INCREASE VS PY GROWING BRAND AND CATEGORY
GARNERED INCREMENTAL DISPLAY and increased digital engagement
INCREASED BOTH TRIAL AND REPEAT SHOPPERS
EFFIE 2X Silver OMNI-CHANNEL
MULTIBRAND WINNER
