With the help of Mac Johnson from Category Partners, Wada Farms executed a very successful marketing campaign for their newly redesigned Microwave in a Bag product line. As a result of consumer focus groups and extensive research, Wada Farms knew they had a popular product that consumers were delighted with by both the convenience and quality of flavor. (So the age-old question is…how do you get people to notice and try it?)

We came up with a campaign that focused on the most unique part of the product which was the bag and the cooking process. The Perfect Dinner Accessory and Bag the Swag programs were developed to pilot in a small test area with a prominent Southeastern grocery retailer. A Point-of-Sale display was created to attract the demographic that was established by the conducted research through Category Partners. Along with the display a consumer sweepstakes was developed for added incentive…Bag the Swag! The sweepstakes was the offer of the chance to win a designer handbag or a gift card from the participating retailer.

The secondary displays were so eye-catching in the produce departments and the sweepstakes netted 3500 entries out of this small pilot area! Out of the 10 winners, 7 selected the retailer gift cards which helped promote the sponsoring grocery chain, of which they were thrilled, and 3 winners selected the designer handbags!

It was so successful for both Wada Farms and for the retailer, that we are continuing on with these secondary displays and are extending them into 4 additional regions! The marketing success was in the bag…pun intended!