Driving trial of Country Harvest’s new product lineup

Country Harvest was preparing to launch some big changes to its nationally enjoyed baked goods lineup. In addition to improving the taste, flavour, nutrition and texture of its offerings, the brand would soon introduce new and innovative products to shelves, including the savoury “Everything Bread”.

Country Harvest approached us with the goal of translating these exciting changes into customer trial and increased penetration.

We created an 11-week integrated omnichannel campaign to reach relevant shoppers across several physical and digital touchpoints.

• Digital outdoor advertising near grocery stores with high commercial bakery sales to drive pre-shop consideration.

• Native advertising in the PC Optimum^TM app to encourage new flavour exploration.

• Social media and YouTube advertising targeting PC Optimum customers likely to purchase Country Harvest.

• The PC Express^TM app was leveraged to drive conversion via sponsored search and exclusive online offers.

Consistency in-market, an omnichannel approach and functional creative were key strategies in delivering impressive results across the board. An 11-week campaign made it possible to test success with physical and digital audiences—then optimize with speed. Sales of the refreshed products grew by 28%, while sales of the Country Harvest portfolio grew by an impressive 7% during the campaign period.

Thoughtful creative messaging communicated product features and innovation, such as highlighting an improved taste, to persuade customers and change perception of the brand. The average spend per customer delivered 1.25 times higher than the pre-campaign period and attracted over 15,000 incremental new or reactivated customers. Cumulatively, the campaign delivered 36.1 million impressions—16% above target.

Our Incremental Customer Long-Term Value model predicts an extra $280,000 in Country Harvest sales in the next 12 months due to the media campaign impact. This increases the campaign’s total incremental return on ad spend from 1.53 to 3.6, where 58% of total campaign impact was from the long-term effects of advertising.