Multi-Brand Lifestyle Marketing Program to Win Over Retailers and Race Fans
Unilever Brands is the parent company of a portfolio of household consumer brands including Ragu, Hellmann’s, Lipton, Wisk and Country Crock. Unilever was missing out on key NASCAR-themed retail promotional periods with its retail partners, along with experiencing declining share growth on several key brands. Additionally, Unilever wanted to tap into the growing female/family fan base of NASCAR in order to increase market share of key brands.
How 919 Helped
919 was actively involved in developing a family NASCAR initiative called “Hungry Drivers;” a fully integrated retail, online and outreach program featuring a team of unknown drivers competing for a full ride on the NASCAR circuit.
The program involved “Hungry Driver” retail promotions, at-track sampling, database development, direct marketing, public relations, online marketing, national lifestyle magazine advertising, and retail buyer entertainment and consumer sweepstakes.
How We Made the Numbers Work
5:1 ROI at retail, more than 20 million impressions via online and print media coverage. Unilever built measurable consumer preference both at retail and at the track while driving incremental retail placements promoting the sponsoring brands.