Challenger Brand Issue: Re-inventing an iconic brand. Re-energizing sales.

Lance sandwich crackers have been around since 1915, a solid snacking staple that over time lost its luster - especially in comparison to countless exciting new snacks loaded with fun (and often, sugar). Truly unfortunate since Lance has improved the food quite a bit over the last few years, eliminating high fructose corn syrup, trans fats and preservatives, and making them a very good wholesome snack for the whole family. The challenge was to similarly improve the brand’s perception.

Insights
A traditional solution would be to plaster a huge NEW and IMPROVED everywhere. But, shouting is neither this brand’s style, nor would it be particularly effective. Every brand shouts and given the weak existing brand perceptions, this new information would likely be rejected as unbelievable. Instead, we chose to win hearts first, a little at a time.

Challenger Brand Solution
Since Lance can’t outspend and shouldn’t out-shout the competition, we chose to create a deeper emotional connection with mom. We paired a series of little observations about life with positive attributes found in little lovable Lance crackers. For instance, getting an unexpected hug from your child… and unexpectedly finding 8 grams of whole grains in Lance crackers. Or wanting a fun afternoon to last a little longer… and finding out real peanut butter Lance crackers can help you do just that.

We don’t simply push this message out. Through every media channel, we invite mom in. We’re continually giving mom ways to make her days a little easier, be that ideas to get the kids to play outside, getting everyone back to school, or new products. The Lance tagline encourages families to Love the Little Things. And apparently, they do.

Results
Copy testing shows that the message is highly effective, scoring well above norm on branding and persuasion. Since the launch of this campaign, sales have steadily increased and household penetration is up +50%! Ongoing brand tracking reveals steady improvements in key brand measures of “taste,” “wholesome” and “worth more.” The campaign has been and continues to be very effective at changing perceptions and bringing new families into the brand.

MomsLoveLance.com