Challenge

Develop a consumer promotion that increases Hispanic market share and generates trial among key J.M. Smucker brands
Insight

Insight

Hispanics moms are seeking ways to enhance their child’s academic success in the unfamiliar U.S. educational system

Solution

• A multi-city, mobile tour provides mom with teachable moments necessary to help her feel confident that she can play an active role in her child’s education
• Chef instructed teachable moments demonstrate how to make J.M. Smucker recipes while providing mom options on how to bring education into the kitchen
• Expererience included aspirational graduation scene with “cap and gown and musical living room allowing children to practice their reading skills by singing along to popular Spanish children songs
• Delicious J.M. Smucker food samples and FREE gear for school, inclusive of a backpack, school supplies and educational music CD
• Mobile tour executed in retailer parking lots and included incremental in-store displays with bilingual POS

Results

• Served as a foundation from which to build lasting relationships with consumers, retailers and community leaders, leading to demand to conduct again in FY2010
• Yielded an average ticket sale of $10 for FREE gear, based on review of consumer receipts
• Over 96,000 impressions, based on event traffic, and over 30,000 samples offered