Campaign
WILD PLANET FOODS
As a Marketing Specialist, I assisted in trade show execution, built out a demo program for shopper sampling, and owned big-swing programs the marketing department had little bandwidth to execute. Wild Planet was known for finding unconventional ways to educate consumers on smart protein choices and sustainability, and these campaigns we’re opportunity to convert non-believers to enthusiasts.
50 WAYS TO EAT A SARDINE COOKBOOK
The Problem: Sardines are a relatively misunderstood fish. While nutrient-dense, they get a bad reputation as fishy smelling, and too salty in flavor. Once consumers try Wild Planet Sardines, that perception typically changes, but what to do with a full can is a mystery to most.
The Solution: I developed the “50 Ways to Eat a Sardine Cookbook” as an answer to the question: “Now what?” I developed each recipe with the intention of having each dish be flavorful, balanced, and nutritious, quick to prepare, and intentionally wrote the recipes using terms like “some” or “a couple” rather than “1/4 cup” or “1 Tablespoon” to emphasize that you don’t have to be skilled to prepare something filling and delicious using sardines. Aside from developing each recipe, I also wrote all copy, and designed and produced the cookbook using Adobe Creative Suite. This cookbook was one of Wild Planet’s most widely distributed marketing materials both online and in print.
Note: The Sardine Cookbook is no longer available as Wild Planet is under new ownership.
KEEP 6 SHARE 6 PROGRAM
The Keep 6 Share 6 card enclosed in each case of Wild Planet Albacore
The Problem: Education and sampling are key pillars of Wild Planet’s marketing strategy, however it’s not possible to be everywhere at once educating and sampling, and it can take several different people to convince someone to try something. We wanted to find a way to encourage the spread of the product via word of mouth.
I put together our Keep 6 Share 6 program as a way to reach new consumers that we aren’t directly speaking to by activating the people those potential consumers trust the most. With Keep 6, Share 6, brand evangelists would be rewarded with a case product (12 units), with the card on the left enclosed, encouraging the customer to keep six of the cans and share the other six that had an attached coupon.
Shipping one can was the same price to ship a case and by shipping a full case of product, Wild Planet was providing a much better surprise and delight experience, and naturally excited the fan into participating.
This promotion was trackable through redemption of the coupon, which was specific to the program.
