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King's Hawaiian Turns Grocery Perimeters into 'Flavortown'

The Path to Purchase Institute speaks with Raouf Moussa, Vice President of Sales & Trade Marketing at King’s Hawaiian, to get the details on an innovative omnichannel shopper marketing campaign that the brand is launching on May 1.
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Although well-known (and beloved) for its dinner rolls, King’s Hawaiian still often encounters a lack of shopper awareness about its hamburger and hot dog buns — an obstacle compounded by the fact that the brand’s products are merchandised on racks in the bakery/deli department rather than in the main bread aisle.

The comprehensive “Say Aloha to Flavortown” campaign taps into the popularity of celebrity chef Guy Fieri to encourage shoppers to find themed King’s Hawaiian displays in stores for a chance win a trip to Hawaii and other prizes. The integrated 360-degree effort employs augmented reality and a variety of other unique tools across all shopper touchpoints (including mass media) to deliver an unforgettable experience for summertime shoppers.