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Making Every Day Pancake Day

Background

Over the past 30+ years, De Wafelbakkers has proudly sold frozen pancakes and waffles made with wholesome ingredients, warmed in the microwave in just 60 seconds, with "like grandma used to make" taste, in family-sized bags at an affordable price.

Client
De Wafelbakkers

Deliverables
Campaign Ideation
Communications Strategy
Social Media Management
Product Photography

Visit Site:
www.dewafelbakkers.com

From importing waffles directly from Holland in the '80s to now boasting two U.S. manufacturing facilities in GA and AR, and 83% ACV, De Wafelbakkers is an award-winning CPG brand directly taking on competitive giants such as Kellogg's and Quaker Oats.

As a smaller regional brand several years ago, Shared Vision initially launched integrated marketing campaigns in second tier markets with 95%+ ACV including Charlotte, NC and Nashville, TN using traditional broadcast tactics, in-store activations and FSIs. Now as a national brand, our challenges and opportunities have evolved.

Challenge THE CHALLENGE

Low penetration of additional SKUs outside of traditional Buttermilk flavor.

Insights INSIGHTS

With the growing complexity and diversity of today's households, moms are looking for high-convenience products that satisfy the entire family's needs and preferences.

Creative approach

CREATIVE APPROACH

Capture and leverage our legion of DWB Pancake Fanatics to advocate for the product, while promoting more pancake occasions by highlighting our family of flavors and how to have more fun at breakfast.

SVM plan of action

Shared Vision developed a robust, digital ecosystem by activating individual social media platforms, deploying a larger promotional plan, creating sharable and relevant multi-media content, inspiring UGC, and leading the day-to-day community management.

CAMPAIGN #1
Choose the We're Going Bananas Campaign
CAMPAIGN #2
Choose the What's Your Flavor Campaign

CAMPAIGN 1

WE'RE GOING BANANAS!

Deploy a phased content blitz to our contactable database to promote our new, kid-friendly Banana flavor recently available at 50% of Walmart stores nationwide.



We're Going Bananas Campaign

WE'RE GOING BANANAS!

KEEP IT FUN

Design bright, color-surged assets to differentiate from other branded content and stand out in feeds as we "takeover" different social media assets in a staggered calendar.

WE'RE GOING BANANAS!

MAKE IT COUNT

Publish varied, multi-media assets to keep the content fresh and engaging including product photos, memes/animated gifs, recipes, fun with food ideas, quick reward prizes and more.

THANKS A BUNCH

CAMPAIGN 2

WHAT'S YOUR FLAVOR

Create an interactive, web-based application to increase awareness of our entire flavor portfolio and drive authentic participation, sharing and conversation

WHAT'S YOUR FLAVOR?

LET THEM PLAY

Gamify the presentation of our five pancake flavors to create a fun and dynamic 10-question quiz that can be replayed several times

WHAT'S YOUR FLAVOR?

EXPAND YOUR CIRCLE

Activate social and display advertising campaigns to lookalike audiences to extend reach and drive traffic

WHAT'S YOUR FLAVOR?

SHARING IS CARING

Promote advocacy by providing results as social badges that can be easily shared across social media platforms

WHAT'S YOUR FLAVOR?

GIVE BACK

Reward users with digital coupons to capture additional contact information and encourage trial and the purchase of multiple bags/flavors

SELLING LIKE HOTCAKES

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Like what you see? Let’s get to work!
Contact us for a consultation.

Like what you see?
Let’s get to work!
Contact us for a consultation.