King Oscar Sardines

INSIGHTS: 
King Oscar must augment their aging user base to remain relevant for the future.
Many people are first introduced to the healthfulness of eating sardines by their grandparents.
Many people want to eat healthier, but fall into familiar patterns while in the store.

SOLUTION: 
We utilized geo-targeted ad units to reach shoppers on their phones while they were in Publix Stores to remind them that sardines are a better choice than fast food for lunch. When shoppers clicked the ad unit they received a voice message from a grandmother admonishing them for poor food choices and directing them to the canned seafood aisle for some nutritious King Oscar Sardines. The accompanying landing page delivered critical why-buys in a fun way, relevant to both traditional older buyers as well as unlocking a new generation of millennial sardine eaters.
RESULTS:
We achieved a ground-breaking .61 click-through rate in a category with 1% market penetration.