MAKING CHOICES WITH JUDY GREER
There was a time when natural lunchmeat lovers had to choose between preservative-filled cheap meats and expensive, fancier options. We wanted to stand out as the accessible, affordable choice. So we partnered with actress, author and “part-time riverboat captain” Judy Greer. With offbeat humor, she helped tell our preservative-free story to prove that our choice was the best of both lunchmeat worlds.
This campaign increased purchase intent 38%, which was more than 3x the goal. There was a 22% increase in baseline sales since the campaign launched and 21% increase in household penetration. It fueled the expansion of Natural Choice into adjacent categories.