HATFIELD
shopper marketing drivessales in new markets
Hatfield was expanding their distribution into the Eastern Corn Belt territory of the US. The
brand had secured placement for its marinated pork tenderloin line in three new retail accounts.
Now it was up to The Food Group to create a support plan to drive consumer trial.
To kick off the campaign, we created banner-specific marketing materials for each of the expansion markets,
driving consumers towards the retail partner carrying Hatfield.
Geo-targeted digital banner ads featured retail partners, with a prominent call-to-action.
Targeted ads sold the Hatfield brand values of family ownership and American
quality while driving customers to the grocery stores carrying their products.
Leveraging retailers’ existing relationships with local stations, we deployed radio ads to introduce the
new Hatfield marinated product line and drive consumers to participating stores.
The effort was a smashing success at building awareness, driving sales
and exceeding benchmarks.
