Fisher Nuts aims for home run

Share this content:
Fisher Nuts' "Freshness You Can Win" campaign makes all baseball fans winners
Fisher Nuts' "Freshness You Can Win" campaign makes all baseball fans winners

The Offer: In a pitch to make Illinois-based Fisher Nuts the snack of choice at baseball stadiums, the brand teamed up with Illinois grocery chain Jewel-Osco and the latter's agency, Blue Chip Marketing Worldwide, for the season-long “Freshness You Can Win” sweepstakes. Every time the Chicago Cubs and the White Sox, notorious rivals, win on the same day, Fisher Nuts will donate $500 to the teams' chosen charities. But win or lose Cubs and Sox fans will be rewarded throughout the season with a variety of potential prizes, large and small.

The Data: Fisher Nuts peanuts are sold at the Cubs' home base, Wrigley Field, and the Sox's U.S. Cellular Field. The brand is a long-time sponsor of both teams. Sweeps prizes include everything from free tickets or an invitation to watch pregame batting practice to $50 Jewel-Osco gift cards or free Fisher Nuts snacks and T-shirts.

The Channel: Though there is no purchase necessary to win, shoppers who buy Fisher Nuts products using their “Jewel-Osco Preferred Customer Card” are automatically entered. Alternatively, fans can enter through shippers and in-store coupon tear-pads. The campaign also includes radio spots.

The Creative: “Freshness You Can Win” is a play on Fisher's new slogan, “Freshness You Can See,” conceived to promote its new clear packaging.

The Verdict:

Yuchun Lee is VP of enterprise marketing management at IBM Industry Solutions and also serves on the DMA's board of directors. Lee, founder of Unica (now part of IBM), began his first software company while still in high school. He was also a member of MIT's notorious blackjack team. Read our Q&A with Yuchun for more.

 

Although Fisher Nuts is appealing to customers via America's favorite pastime, ultimately it seems a bit convoluted. The campaign seems to be doing too much at once. The more confusing a campaign is, the less likely consumers will engage. It could be strengthened through a more apparent social media angle.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above