House Autry
Increasing sales by putting consumer kitchens on the map.
- COMMS
- PLANNING MEDIA
- STRATEGY
- 360 CAMPAIGN
- DIGITAL TV
- OUTDOOR
The Challenge
House Autry breading mix is a staple in every Southern pantry. But smaller families, time limitations, and eating out had decreased the amount of chicken Southerners were frying up at home. To boost sales, we needed to give people a reason to get back in the kitchen.
Insight:
Who you are is what you cook.
“Who you are is what you cook.”
When it comes to “authentic” regional dishes, particularly in the South, one’s identity is inseparably linked to one’s skill in the kitchen. quench and House Autry set out to offer a reminder that true Southern cooking only happens at home, and only happens with the right ingredients.
Solution
BE THE FAMOUSHouse Autry is the brand that helps you prepare the most mouth-watering fried chicken worthy of carrying your name. A broadcast, social media, digital and outdoor campaign placed in core markets re-positioned House Autry as the brand that instills in home cooks the pride and satisfaction that authentic Southern cooking can bring.
Results
In test markets, individual store sales increased 50.75%.
Through a custom dashboard, weekly WMT sales data was overlaid to determine true success metrics of advertising efforts along with shopper support. As a result, we could determine sales lifts of:
25%
digital support only
29.9%
digital and social media support
68.6%
all-channel support
79.5%
digital and cable support
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