Herr’s Fan Flavorites campaign
Launched on social media, the Herr's Fan Flavorite campaign encouraged people to visit the microsite to like their favorite flavor of Herr's Kettle Cooked chips. The main thought on the brief was "Bold, unique flavor" and so the concept was simple — bring the bold, unique flavors to life. We created 14 videos, one for each flavor, and had the flavors go head-to-head each week on a microsite to let fans decide the winner.
The microsite also encouraged visitors to explore content that wasn’t available in social channels — quizzes, fun facts, supporting flavor visuals. We also capured emails by encouraging people to sign up in order to win a year’s supply of their favorite flavor. The campaign was also being supported with POS across the Philadelphia market.
Less than two weeks into the campaign, Herr's had 780,818 impressions and 82,029 video views with 57,440 engagements. The "Cracked Pepper & Sea Salt" video had 58,561 views in the first week online, more than any other video in Herr's Facebook feed. Ever.
Herr’s Authentic Pub Pretzels campaign
Introduced at a time when snacking pretzel sales were categorically down across all retail channels, Herr’s faced an uphill sales climb with their new Sourdough Pub Style Pretzels. This campaign not only helped Herr’s climb that hill, it helped them conquer it. In order to introduce East Coast consumers to Herr’s new product we, of course, went to real English pubs to ask real Brits what they thought of this new American take on a pub pretzel. We documented the journey on a microsite that acted as a travel blog, cut together almost 75 social videos, created TV from the videos and supported the campaign in-store and with OOH. Sales of Herr’s Sourdough Pub Style Pretzels shot up +6% over every other pretzel in the category and eventually became a best-seller.
Cheers.