Janes Family Food Social Content
Janes is a well-loved brand in the frozen food category among Canadian families. With the majority of sales occurring in Ontario, and 75% of overall sales coming from the Pub Style lineup of products, there was an opportunity to develop and penetrate the Western market, and to broaden the product range and basket size across Canada.
The situationAfter developing a brand awareness campaign for Facebook, designed to appeal to the sensibilities of Canadian moms. We created 30 posts including serving suggestions, humorous “mom life” moments, and pop culture references. Together, these posts drove brand awareness and aligned Janes with our target’s lifestyle. Once we established this increased excitement for Janes among our target, we wanted to show how it could be leveraged to create measurable sales lift. To achieve this, we used highly targeted media featuring a strong call to action, and gauged how receptive consumers were to our messaging using sales data.
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Janes had scheduled a two-week discount on their products at Loblaws. To test the impact of our social content on sales, we created a 5-second video advertising the discount, featuring a strong call to action to purchase. We targeted moms in London, Guelph, Kitchener, Waterloo, and Cambridge. In order to judge the effectiveness of the ad, we measured the results in these areas against “similar” markets where the video did not run, but the discount was still available: Barrie, Kingston, Niagara, St. Catherines and Windsor.
The video’s impact was undeniable. The test markets saw a 12% rise in sales over the similar markets. This translated into approximately 750 additional incremental unit sales.