Skogen's Festival Foods
Festival Foods’ 2017 $10 Meals campaign consisted of six main promotional facets as part of an omni-channel marketing campaign and reached customers, associates, and the communities they serve with solutions to achieve one more family meal at home each week. Their theme, $10 Meals, provided a consistent and cohesive messaging platform for their resources and in-store activities throughout the month. Website promotions included a recipe library, blog posts, and how-to cooking videos. The campaign was executed via traditional, as well as social, media featuring Festival Food dietitians. Renamed Mealtime Mentors, these dietitians shared mealtime solutions on Facebook Live and Instagram. Most uniquely, Skogen’s Festival Foods collaborated with the cast of “The Better Half” lifestyle TV show throughout the month of September to maximize the reach of their campaign messaging. They also partnered with healthcare systems and community groups and collaborated with industry partners and fellow National Family Meals Month™ participants American Heart Association and Fruits & Veggies – More Matters. Throughout the month, in-store associates and staff adopted the campaign and promoted National Family Meals Month™ on their own social media platforms. Lastly, Festival Foods used mobile texting to send National Family Meals Month™ blog articles to their subscribers.
In 2018, Festival Foods’ goal was kid engagement with Festival Family Meals: Kid-Approved Foods, centered on a YouTube “mini” series that featured real kids or “mini guests” enjoying food, family meals, and fun! This approach was based on research showing that more than 80 percent of kids ages 12–17 use YouTube, with two-thirds of kids on YouTube daily. The campaign utilized an omni-channel approach to promote the YouTube “mini” series and National Family Meals Month™ messaging with Facebook Live broadcasts, an Instagram campaign, blog posts, a press release, paid ads, email blasts, TV appearances with Festival Foods’ dietitians, radio ads, text campaigns, and in-store dietitian activations that included grocery store tours, $10 Meal challenges, and promotions on recipe ingredients. Festival Foods’ 2018 campaign was once again strengthened through partnerships: Campbell Soup Company, Hormel Foods Corporation, and General Mills, Inc. aided in the production of the YouTube “mini” series, and Y100 WNCY participated in a joint Facebook Live broadcast making a kid-friendly family meal. The campaign reached more than 2 million people.