Campaign: Roth Hy Vee
The Challenge
Made in Wisconsin, Roth’s line of Havarti cheeses comes in five too-delicious-to-be-true flavors that can take any dish from ordinary to creamy and decadent. Roth approached CookIt to support their goal to raise awareness of this amazing product line and its availability at Hy-Vee grocery stores across the Midwest, and to drive sales among Hy-Vee shoppers.
Objectives: Grow brand awareness of Roth’s line of Havarti cheeses among a regionally-specific audience of Hy-Vee shoppers across the Midwest, drive product line sales in Hy-Vee stores.
Our Solution
Our campaign strategy highlighted Roth’s roots in the Midwest and touched on the seasonal conversation of Spring parties, presenting Roth Havarti cheeses as a crowd-pleasing solution for Easter brunches and outdoor get-togethers alike.
We cast six influencers to bring this campaign to life. All six are Hy-Vee shoppers themselves and have strong followings in relevant regions that identify as Hy-Vee shoppers. Additionally, we looked for indications that their audiences aligned well with Roth Cheese and similar products.
The Outcome
The overall reach, engagement rate, and 120% sales lift at Hy-Vee indicates that consumers were not only excited enough about the products to take an action within the social platform, but also motivated to go out and purchase the products at Hy-Vee in order to try the recipes.
