CASE STUDY: Batter Blaster
How do you build excitement around a disruptive product that has already been launched?
As a product with disruptive packaging, Batter Blaster has seen its fair share of challenges on retailer shelves. The team behind the pancake and waffle batter in a can (found in the refrigerated section near the eggs) began working with Snackbox in summer 2010 after languishing on the shelves of more than 15,000 grocery stores throughout the country. The product was no longer “new” to media and Batter Blaster was not only looking to bump up awareness among consumers through PR, but also to stay top of mind with retailers and investors.
After thoroughly evaluating the media landscape and determining the sentiment that reporters held toward Batter Blaster (organic pancake batter in a can), we worked to develop a number of creative campaigns to break through the clutter. We couldn’t talk about this disruptive product being “new” as most had already heard of it … we needed a campaign that was disruptive in itself. Enter in: Celebrity pancake portraits.
By working with a local artist, we were able to release a number of celebrity pancake portraits to media. Some were of the media themselves like Steven Colbert and Ellen. The media pickup was incredible, but the ultimate goal: celebrity magazines read by moms, responded overwhelmingly. Our campaign netted impressive placements for the small, family-owned company that include The TODAY Show, US Weekly and Forbes magazine, to name just a few.
Given the uniqueness of this celebrity pancake portrait campaign, we were able to leverage our press to assist on the retail side of things, too. We worked closely with in-store dietitians across the country to develop sampling programs, recipes, and support at health fairs.
All of our work aimed for one key message: Busy moms and dads, here is a healthy way to make breakfast at home.