Inspire Change

Consumer Activation Target
Organic Foodies

Challenge
Seeds of Change is a leading producer and marketer of a complete Organic food line ranging from sauces to frozen entrees. These products appeal to a focused, yet growing group of discriminating consumers identified as “Organic Foodies.” The brand wanted to drive awareness and sales in “opportunity markets”.

Solution
Alcone’s Consumer Lab™ built a comprehensive dossier on the “Organic Foodie” including insights into their wants, needs, wishes and desires, what’s important to them and where, how, when, and where they shop. This us to become extremely focused regarding where and how to connect with them and what we needed to do to convert them to purchase. Traditional tactics and messages would not resonate with this target. Our solution was grounded in an emotional connection that focused on greener living and improving the planet and the environment—a commitment shared both the target and the brand. We then moved consumers through the path-to-purchase using highly-targeted communication touch points and promotional offerings: public transportation signage, street team interactions and product sampling, free sponsored “pedi-cab” rides between key stations and local “demo-correct” retailers, promotional radio with retailer partnerships, email marketing and an information promotional website.

Results
Results for some markets are still being compiled, but success with the initial Boston campaign was unprecedented: driving current retailer sales up 69%, adding new retailer distribution, generating over 3.5 million media impressions, and increasing brand web site traffic by 700%!