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Driving trial of Country Harvest’s new product lineup
The opportunity
Country Harvest was preparing to launch some big changes to its nationally enjoyed baked goods lineup. In addition to improving the taste, flavour, nutrition and texture of its offerings, the brand would soon introduce new and innovative products to shelves, including the savoury “Everything Bread”.
Country Harvest approached us with the goal of translating these exciting changes into customer trial and increased penetration.
The tailored solution
We created an 11-week integrated omnichannel campaign to reach relevant shoppers across several physical and digital touchpoints.
Digital outdoor advertising near grocery stores with high commercial bakery sales to drive pre-shop consideration.
Native advertising in the PC OptimumTM app to encourage new flavour exploration.
Social media and YouTube advertising targeting PC Optimum customers likely to purchase Country Harvest.
The PC ExpressTM app was leveraged to drive conversion via sponsored search and exclusive online offers.
The results
Consistency in-market, an omnichannel approach and functional creative were key strategies in delivering impressive results across the board. An 11-week campaign made it possible to test success with physical and digital audiences—then optimize with speed. Sales of the refreshed products grew by 28%, while sales of the Country Harvest portfolio grew by an impressive 7% during the campaign period.
Thoughtful creative messaging communicated product features and innovation, such as highlighting an improved taste, to persuade customers and change perception of the brand. The average spend per customer delivered 1.25 times higher than the pre-campaign period and attracted over 15,000 incremental new or reactivated customers. Cumulatively, the campaign delivered 36.1 million impressions—16% above target.
Our Incremental Customer Long-Term Value model predicts an extra $280,000 in Country Harvest sales in the next 12 months due to the media campaign impact. This increases the campaign’s total incremental return on ad spend from 1.53 to 3.6, where 58% of total campaign impact was from the long-term effects of advertising.
Increase in product sales during the campaign compared to category growth
Gain in market share during the campaign
Incremental ROI for the social media and video campaign
More Insights
The heat is on: How to connect with Canadian shoppers this summer
Summer in Canada: it's more than just sunshine, blue skies, and long weekends. It's a golden opportunity for brands that understand the unique needs and desires of Canadian shoppers as they embrace the warmer weather. Let's dive into the key consumer trends that will help you connect with Canadian shoppers and drive sales this summer
As routines change and days stretch out, so do consumer priorities. One major shift in consumer behaviour is the rise in online sales during the summer months. From 2023 to 2024, online sales during the summer months grew by 9% (Internal Loblaw data, 2024). This suggests that consumers are increasingly embracing the convenience of online shopping while maximizing their time enjoying the summer weather. Instead of spending precious sunny days in crowded stores, some shoppers may opt to browse and buy from the comfort of their patios, poolside, or even on vacation. This presents a prime opportunity for brands to optimize their online presence and capture a larger share of the market by catering to this desire for seamless, convenient shopping experiences.
This shift towards online shopping during the summer months is just one piece of the puzzle. Let's dive into the broader seasonal trends that are shaping consumer behaviour this summer.
