Targeting Families with a Fresh Snacking Sensation

Kids and moms alike ate up Diray’s targeted media strategy for Snackeez.

CLIENT: Idea Village

INDUSTRY: Children & Toys, Housewares

Who knew a snacking revolution was underway? The all-in-one snacking revolution was launched with Snackeez! Kids, families, indoor, outdoor… snacking will be changing for the better and your kids will be asking for it by name.

Snackeez initially demonstrated its strength in female media. However, when tested on the Kids’ networks a clear winner with cross-appeal was evident. Based on the initial test results, the primary target was Kids’ media.

Female-mom media was layered on minimally to grow the campaign beyond Kids’ media. The outdoor theme of the creative suggested a male/sports interest in the product…and a growing appeal as the spring and summer seasons approached. Male-targeted networks were included.

The focus on Kids’ media was Diray’s driving strategy to deliver on a solid ROI, while driving awareness to the primary target. Awareness in the Kids’ market created the foundation for a healthy retail launch. Over 600 TV household GRPs were delivered prior to hitting the shelves. Snackeez spring retail debut started strong, and quickly multiplied, week over week.

Diray’s sustained Kids’ awareness plan was layered with strategic retail flights that incorporated mom-targeted media and specials, during its first holiday season. There was specific focus on national school holidays and vacation periods (i.e., Easter, Summer break, back to school) to maximize media clearances when kids and moms are projected to consume more TV. Weekly retail sales continued to outpace expectations. Snackeez was now a household name.

Campaign Management
Television
Drive to Retail
Lead Generation
Analytics
Competitive Research

Results

Snackeez rolled into retail outlets a clear winner and consumer favorite for kids and moms. The brand has launched various product extensions, and the products continue to be a household must-have offering fun character licenses, from Disney to Star Wars. Snackeez was the 2015 Product of the Year.

Increased Retail Sales, Year over Year

32%

Household Impressions Delivered to Date

Over 3.5 Billion

Web Orders Generated

83%

Diray is best in class when it comes to DRTV.  Their breadth of knowledge and experience in the space has allowed us to successfully launch multiple direct to consumer and retail drive campaigns. They are expert at maximizing reach and efficiency.

Ann Marie Mullen