Effie Case Study: “Triscuit Wheat Story”
Marketer: Mondelez International
Agency: Geometry Global
Effie Commerce & Shopper Categories: Omnichannel Shopper Solution (Finalist); Single-Retailer Program: Mass Merchants (Finalist)
In recent years, national brands like Triscuit have struggled to resonate with consumers who increasingly seek out locally sourced food. That trend has certainly been apparent at Meijer: As of 2019, 42% of Meijer shoppers made an extra effort to buy locally grown foods, resulting in waning sales of the Nabisco brand at the chain.
Determined to reverse the slide, Triscuit focused its marketing on the Meijer “locavore,” a digitally savvy shopper who prefers to buy high-quality local products, values her Midwestern roots and is actively involved in the community, including a strong interest in supporting local sports teams. To appeal to these shoppers, Triscuit rolled out a multipronged omnichannel program at Meijer that reinforced the brand’s local roots and highlighted its better-for-you ingredients.
In stores, two versions of a dedicated endcap (for stores in and outside of Michigan) reinforced the idea that Triscuit wheat is grown locally, with taglines such as “Michigan Wheat Meets Tasty Eats” and bold graphics. A digital landing page on Meijer.com presented unexpected ways to eat Triscuits by highlighting healthy toppings and told the story of the Michigan wheat used in making the crackers. Banner ads showcased recipes and drove shoppers to the custom landing page to learn more about the product history.
The brand also participated in the opening night of Meijer’s “LPGA Classic Grand Taste Event” in Grand Rapids, Michigan. Attendees of the women’s professional golf event tasted samples of the recipes that highlighted the local wheat source and heathier nature of the product. Recipe cards with the “Michigan Wheat Meets Tasty Eats” messaging were handed out for further brand engagement.
By highlighting Triscuit’s local roots with shoppers in-store, online and at sponsored events, Nabisco delivered double-digit growth for both the category and the brand. Retailer and brand engagement exceeded previous benchmarks, with metrics including 2.5 million impressions generated by the landing page and 2,000 attendees at the LPGA event.