Applegate Farms

Business Strategy

Applegate, a leading natural and organic meat brand, turned the holiday season into an opportunity to showcase the benefits of its products – worry-free meats that allow conscientious consumers to focus on important things like holiday traditions. In an assist, LANE coined a mini campaign “Season’s Meatings” and worked to raise brand awareness, communicate mission messages and drive sales.

Season’s Meatings combined experiential activations, strategic partnerships, media outreach and paid social initiatives to get results. Working with experiential partner Cyrano Rox, LANE brought “The Bacon Express” bacon truck tour to life, researching locations and driving target consumers to the truck for sampling of holiday- and bacon-themed treats. Strategic partnerships with local foodie influencers promoted tour stops and inspired visits, while paid social influencers amplified brand mission messages. Media mailers of Bacon Kits and invitations to experience Applegate in the Roxy Suite at Radio City –highlighting a partnership with the Christmas Spectacular Starring the Radio City Rockettes – rounded out efforts.

Result

Through the Season’s Meatings mini-campaign elements, LANE helped Applegate reach 4,000 targeted customers directly with more than 10,000 bacon product samples via The Bacon Express truck tour. The tour included nine events in five key markets, all driving the brand mission message. Media outreach resulted in 30 placements, earning almost 44.85 million impressions. Additionally, 13 unique sponsored influencer posts achieved a social reach of nearly 1.83 million.

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