How to Beat the Big Guy
When Walmart asked Pennington Wild Bird Seed to outsell major brand Scotts in a contest for shelf space, Pennington looked to IQ for help. With little brand equity to speak of, Pennington needed an overhaul that would capture the imagination of consumers and beat back the challenge from the category leader.
Pennington – Integrated Campaign and Media Case History
Scotts had already claimed the “bird responsibility” position, but our strategic process revealed key whitespace with the young family target audience: in the form of birding as, “Great Entertainment for the Yard.” Driven by this critical insight we created the Pennington Wild Bird Band – four fun, animated, characters designed to appeal to young families.
The Pennington Wild Bird Band
With an integrated campaign, targeting young family homeowners in proximity to Walmart stores, that included television, radio, outdoor, print, social and digital, we won the challenge and proved that with good creative built on strong strategic intelligence, David really can beat Goliath.
Sales for Pennington Ultra Premium brand jumped by 128% and the halo effect drove basic Pennington brands up by 94%. Pennington even beat Scotts by 6% in Scotts’ top performing markets, which sealed an eight figure contract with Walmart. Following the campaign we have continued to evolve the brand in social and other media including an on-going school education program in conjunction with Cornell University and the introduction of a niche social hub for bird photographers.
Winner IAC Outstanding integrated campaign