How to reinvent a
stagnant brand.
Challenge
No Yolks is well known for its decade’s old lower cholesterol promise, but for today’s consumers, dinner is less about dietary benefits and more about the ease and flexibility, additional benefits of having no yolks. For Millennials and Gen Z, what they cook and when they cook it has no rules.
Challenger Brand Solution
Emotional Connection
Since our target consumers didn’t believe in rules for the kitchen, we embraced the change, and we made our campaign: No Yolks. No Rules.
Rather than push traditional recipes, we encouraged exploration. We’re using social media influencers to help build awareness, change perceptions and drive prospects to No Yolks’ revamped website, where users can find “din-spiration” from new recipes like Tacos without the Shells, Buffalo Chicken … and new twists on traditional recipes. Our fully integrated omnichannel plan includes digital video, banners and paid social and search. We’re also utilizing BDI/CDI data to optimize our shopper marketing program of retailer-sponsored search, onsite and offsite digital ads, add-to-grocery-list ads and moment-based mobile media, as well as Instacart and Ibotta, to drive immediate basket ring.
Results
Success in social media came for continuing to support original content with minimal spend (priority posts) to reach the target audience and grow the social media community. The Cost-Per-Engagement beat the benchmark at $0.02 (benchmark: $0.097 CPE). Additionally, users engaged more with the priority posts compared to organic posts 61.3% versus 14.2%. On Instagram, we substantially increased our Reel content, achieving an impressive 434,865 video views. This marks an 85.79% growth from Q2 and a 25% growth from Q3.
