A significant challenge for CPG brands during the COVID-19 era is how to launch new products, drive sampling and increase brand loyalty while maintaining social distancing practices. One way that marketers have met this challenge is through mailing consumers “kits” at home that feature their product while inviting them to interact with the brand virtually, such as at an event or on social media platforms.
Take Dave’s Killer Bread, whose bicoastal tour supporting its new organic burger buns was canceled in light of COVID. On July 22, National Grilling Day, the brand sent kits with samples, coupons and a social media call-to-action to a targeted group of loyal fans, according to coverage in Event Marketer.
The campaign began with posts on social media encouraging consumers to register for the brand’s “Toaster Talk” newsletter which would feature an offer to sign up to a free hamburger bun kit. In just 43 minutes, a cool 10,000 people had signed up and another 21,000 joined in afterward. The kits featured the products, coupons for products from partner brands that would complement the buns on grilling day and a call-to-action to post a “killer” burger recipe on social media with #DKBgrillout. For more details on the campaign, read more in Event Marketer.