TEAM GRIMMWAY

Project:

Team Grimmway - Fantasy Baseball

Develop product and create a launch program for a new product – carrot chips. Introduce to the trade and consumers and drive sales for this new item positioning carrot chips as a healthy alternative to salty snacks for sports enthusiasts during the peak season for the all american sport of baseball – summer. Develop concept and marketing plan for Grimmway Farms Carrot Chips as a way to go head to head with salty snacks and position Grimmway the category leader.

 

Process:

• Product development

• Launch strategy

• Brand identity

• Package design

• Sales promotion

• Exhibits

• Point of sale and signage

• Public relations

• Sales support

• Collateral development

• Trade advertising

• Direct mail

• Photography

• Video

• Special events and internal programs

• Consumer focus groups

 

Results:

• Exceeded projected sales revenue by factor of five

• Increased sales for three quarters following the promotion

• Effectively positioned carrot chips as an extension of the Grimmway brand

• Remains a top selling item loved by consumers nationwide

 

Awards:

Marketing Excellence Award - Produce Business

National ADDY Award - American Advertising Federation

 

The Kennedy Organization

Atlanta-Chicago-San Francisco

T: 773.213.2303