Proof That Omnichannel Marketing Works
Omnichannel campaign leads to significant YoY sales growth for Foster Farms.
During the pandemic and subsequent supply chain shortages, Foster Farms began a branding initiative to promote its line of Take-Out Crispy Chicken Wings & Tenders. With only limited supply available, Foster Farms was challenged with advertising the products to keep the brand top of mind, but not driving sales to a point where out-of-stocks would become an issue.
Goodway Group implemented a hyper-focused marketing strategy across paid, owned and earned media channels focused on driving reach, brand awareness and market penetration for the Take-Out brand. The strategy included competitive conquesting, in-market targeting, category targeting, look-alike modeling and video event retargeting across a mix of video, display and social channels.
The campaign included a brand lift study with Kantar Brand Insights, which allowed Goodway to measure brand lift metrics and prove that the strategy was successful. Foster Farms saw powerful results with double-digit lifts in brand awareness, online ad awareness, brand favorability and purchase intent. As a direct result of the campaign, Foster Farms Take-Out Chicken Wings outperformed competitors and all other products within the category.
Goodway is a trusted media partner for E29 Marketing and Foster Farms. Their team has helped to expand our paid media efforts across multiple channels, driving proven brand favorability that efficiently and effectively delivers against revenue goals.
Results
50%
of target population reached nearly 13 times each
33%
above velocity goal
15%
sales lift in product during campaign period
