Campaign: Say Aloha to Flavortown Summer Sweepstakes
Entrant/Brand: King’s Hawaiian
Retailers: Kroger, Albertsons/Safeway, ShopRite, Meijer, Southeastern Grocers, Publix, Giant, Stop & Shop, Schnucks, Giant Eagle, Target, Tops, Harris Teeter, Weis, Food Lion, Price Chopper, Smart & Final, Stater Bros, AWG, Lowes, Piggly Wiggly, Hy-Vee, SuperValu, Military
Summary: King’s Hawaiian wanted to give shoppers more irresistible bun options beyond the traditional bread aisle and expand buying occasions for its portfolio of hamburger, hot dog and slider buns during the 2021 summer grilling season. Working with The Wilson Group, augmented reality studio Zappar and Hood Packaging Corp., King’s Hawaiian developed an omnichannel campaign that leveraged recent trends in gaming and cooking to overcome barriers to purchase in the deli/bakery section of grocery retailers, where most King’s Hawaiian buns are sold.
The “Say Aloha to Flavortown” campaign, featuring celebrity chef Guy Fieri, used an interactive AR experience to encourage shoppers to find their product in-store and participate in a sweepstakes, with a grand-prize culinary escape to Hawaii. By scanning a QR code with their phones, visitors could instantly explore Flavortown Beach through web-based AR tools to find exclusive recipes, play games and watch cooking videos, all the while racking up more “flavor points” as part of the summerlong sweepstakes program.
The campaign leveraged pre-shop tactics such as on-site retailer banner ads, boosted product search, retailer app integration and digital coupons. In stores, point-of-sale displays featuring a unique QR code enabled consumers to launch the AR experience and enter the sweepstakes. Additionally, POS materials with retailer-specific, QR-coded messages from Fieri — including entry shrouds, bread aisle shelf talkers, front lobby signs and floor talkers — directed grocery shoppers on where to find the products.
“Say Aloha to Flavortown” set a King’s Hawaiian record for most displays sold in for a summer program, with 93% increase in incremental displays versus the year-ago period. The promotion drove a 19.3% increase in volume growth for the brand’s grilling portfolio and far exceeded expectations for customer engagement with a total of 230 million impressions.