How does a 125-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 introduction of two new product lines, Beech-Nut partnered with Kohnstamm to develop and execute an ambitious direct-to-Mom advocacy campaign featuring real moms from across the country. We hired a network of 42 Beech-Nut Ambassadors in 22 US cities and brought the brand’s Natural and Organic products — aka “Real Food for Babies” — to life through authentic grassroots engagements. These real moms drove real results across sales, awareness and relationships with retailers and fellow parents.
In its inaugural year, the collective effort of Beech-Nut’s 42 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, and more than 2,700 Ambassador-hosted events and 150 in-store demos contributing to the jump in sales.