How does a 128-year-old brand break through a rapidly shrinking category, while facing a wave of startups and combating misperceptions about its core products? It gets real.
Following a brand refresh and the introduction of two new product lines, Beech-Nut partnered with Kohnstamm in 2016 to develop and execute an ambitious direct-to-Mom advocacy campaign featuring a network of 42 Beech-Nut Ambassadors in 22 US cities. Their work conveyed the brand’s Natural and Organic product positioning — “Real Food for Babies” — through authentic grassroots engagements. These real moms drove real results in sales, awareness and relationships with retailers and fellow parents.
In its inaugural year, the collective effort of Beech-Nut’s Mom Ambassadors resulted in a 22 percent increase in sales velocities in Ambassador cities versus non-Ambassador cities, through more than 61,000 in-person “mom-versations,” 32,000+ products sampled, at more than 2,700 Ambassador-hosted events and 150 in-store demos.
Kohnstamm has been recognized for continually enhancing the program, now in its fourth year. Beech-Nut’s advocacy initiative was first recognized nationally by the Public Relations Society of America (PRSA), winning a Bronze Anvil for “Word-of-Mouth” programming in 2017, followed by a PR Platinum Award Honorable Mention for “Word-of-Mouth” programming. Kohnstamm and Beech-Nut’s Advocacy programming was next nationally recognized in 2019 with a PRSA Bronze Anvil Award of Commendation for “Most Effective of Use of Influencer Promotion,” a 2019 Silver Bulldog Award for “Best Use of Influencers,” followed by regional wins at the 2019 Minnesota PRSA Classics Awards, including a Classics Award in the category of “Reputation/Brand Management and Institutional Programs,” and the Classics’ coveted 2019 ‘Best of Show’ Award.