Stauffer’s
150 Years of Wild Snacking Fun.
PR. VIDEO. PHOTOGRAPHY. DIGITAL. SOCIAL. CONTENT.
America’s Favorite Animal Cracker
Celebrating Kids and Kids at Heart
150 years is a heck of an anniversary. Being the #1 Animal Cracker in the nation is a heck of an accomplishment. So when Stauffer’s recruited us to promote this milestone and spark some buzz about their commemorative Bear Jugs, we knew we needed to make a heck of a lot of noise.
Animal Crackers are a staple in our office – more than a few meetings have been interrupted by a rhino fighting a hippo. We used this energy and channeled our inner child to build our plan.
Our program included prepping spokespeople, shooting B-Roll footage and photography, building a press kit and creating social media content to get as much buzz as possible.
Hit The Press
Our strategy focused on local and regional news outlets where Stauffer’s had the strongest retail presence. Our theme focused on the uniqueness of animal crackers – one of the few foods both adults and kids play with – highlighting both the nostalgia and the fun. We timed everything to run on April 18th – National Animal Cracker Day
Our story was picked up all over the web. The news release and still photography secured us interviews with a number of major news syndicates, national press, local newspapers and even trade publications.
17
Broadcast and print interviews
200+
million print impressions
2+
million broadcast impressions
32+
TV segments in major national and east coast markets
Making This Milestone
Even More Memorable
Additionally, we shared several different content types on Facebook and Instagram. The different content types had a focus on retailers, a tour of the factory, a look back through history and how animal crackers are always fun in any environment.
Our social media campaign drove great results with excellent increases in new followers, reach and engagement. The Stauffer’s team was grateful for all the effort we put in to make this anniversary their most fun one yet!
17,710%
increase in accounts reached on Instagram
2,129%
increase in post reach on Facebook
1,292%
increase in post engagement on Facebook
2,307%
increase in Facebook page followers
Metrics are month over month reporting comparisons.
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