To promote its Toast-Chee Homepacks in cities where it sees potential for growth, sandwich cracker brand Snyder Lance is deploying grassroots activations at local events and retailers that include a push to Facebook. On Feb. 4, its Snack Patrol Street Team handed out samples and coupons from its Snack Patrol vehicle at the Winter Carnival TWILIGHT Parade in Minneapolis/St. Paul. The team also set up shop at local retailers where it engaged families with a photo-activation called the Lance Cracker Snacker Face using iPads. The photos were uploaded to Lance’s Facebook page where an app turned people’s faces into the shape and color of crackers with fun elements like bite marks. The “Snacktivities” change depending on what’s going on in each market.
“Lance is a leader in sandwich crackers nationally, but we have opportunity markets where we can grow through brand awareness and trial,” Alvaro Trinidad, senior brand manager at Lance Sandwich Crackers, told Buzz. “Minneapolis/St. Paul and Boston are good examples of markets for our brand with great opportunities to connect with consumers on a more local level to gain leadership in those markets.”
In January, Lance created a branded area inside a Boston retailer where former Boston Bruin great Ken Hodge Sr. signed autographs. The team also stationed the Snack Patrol vehicle outside the New England Sports Center to explain to passersby the benefits of the snacks and hand out samples. The team distributed more than 30,000 samples in the Boston area. In Minneapolis/St. Paul they had 40,000 hand-to-hand engagements and passed out 30,000 coupons. Since then, the brand has seen a lift in sales in these markets of 200 to 400 percent. Lance is planning to hit additional markets through October. Agency: BFG, Hilton Head, SC.