Disrupting the Market and Driving Growth by Keeping Nothing Hidden
Disrupting the Market and Driving Growth by Keeping Nothing Hidden
After leveraging Digital Surgeons to develop innovations around how consumers trial, purchase, and experience products, Sabra turned to the team once again to help launch a new product line poised to enter the market – Farmer’s Ranch. To succeed, it would need to compete with the category leader – a brand that’s been close to shoppers’ hearts and at the top their grocery lists for decades – Hidden Valley.
In order to find the white space in a crowded market of consumer packaged goods, and compete against the dominant presence, Digital Surgeons began by looking for a deeper understanding of consumer behavior around the use of ranch dips and dressings. What the team discovered was an unarticulated need of today’s consumer. While they love the classic taste of ranch, they were hungry for, but not yet looking for, a healthier option. Farmer’s Ranch would become that option.
Knowing that Farmer’s Ranch had the healthier, superior farm fresh ingredients compared to the competitor, Digital Surgeons looked to disrupt consumer behavior, and drive awareness and trial, by celebrating the product’s “Farm to fridge” story and real health claims, therefore offering the same great taste everyone is looking for, and the health benefits they’ve been craving.
Additionally, the team discovered that the audience is more likely to share, connect, and be real when others share first. So, to tell a provocative, attention-grabbing story of real, healthy ingredients against an industry leader known for chemicals and processed ingredients, we decided to Keep Nothing Hidden
Launching the new product into the market with a splash, Digital Surgeons introduced a fully-integrated campaign that would celebrate the real ingredients, real people, and real process needed to make the only real ranch out there.
Utilizing a food-focused group of social influencers to inspire and encourage purchase, Farmer’s Ranch was introduced not only as an effective way to incorporate tasty ranch into recipes, but also as a refreshing, healthier alternative to what everyone thought they knew.
Understanding that real reflects real, in-market activations were used to drive trial & awareness by offering samples and a photo-booth experience where people could reveal their fun, hidden secrets with a photo and then share with a branded hashtag.
A fully responsive, mobile-first site was developed with a focused user experience that introduced the real, bold comparison of ingredients and value between Sabra and Hidden Valley, and directed consumers to two purchase influencers: coupon redemption and where to buy (store locator).
Additionally, a web application was developed to support the in-market activations, allowing consumers to easily locate and share their photos.
A targeting and engagement strategy was executed through digital couponing, paid search, social, and digital media, highlighting people as they looked for healthier choices, and offering big health claims with an unexpected taste, without ever backing down from direct comparisons to the industry leader.
Helping to innovate the sales enablement process for the Sabra brand management team, Digital Surgeons began an active exploration of branded virtual reality to build the customer sales program, helping to drive awareness and customer efficacy.