Land O' Frost
Defying CPG Giants as a Bold Challenger Brand
- Consumer
- Creative
- Media
- Performance Marketing
- Strategy
In the lunchmeat category, competing against industry giants requires challenger brands to go beyond the age-old “bite and smile” formula. With a bold, new brand positioning and creative strategy launched through an omnichannel campaign, we’re helping Land O’ Frost Premium carve out an ownable, long-term position among iconic CPG brands. Since the campaign launched, unaided awareness has increased by 75%, while brand preference has grown by 33%.
Positioning for a Challenger Mindset
Leveraging consumer insights to break through the clutter
Diving deep into brand positionings and consumer needs within the lunchmeat category, we identified two important attributes, “healthy yet affordable,” that are both key category drivers for consumers and traits that could be ownable to Land O’ Frost Premium. Coupled with a segmentation study and the use of Resonate, an audience analytics tool to identify key psychographics, the brand's new target audience was established: “The Practical Provider.”
The Sandwich Authority
Boosting awareness and consideration among lunchmeat loyalists
When Land O’ Frost Premium asked if we could help them drive change in perspectives, we created a bold, consumer-centric campaign with a clear objective—making the challenger brand the authority on a healthy and affordable sandwich.
Since launching the “Sandwich Board” campaign, unaided brand awareness has increased by 75%, despite being outspent by industry giants. The omnichannel approach has continued to deliver positive results for Land O’ Frost Premium, with ROAS increasing by 3.5x in three years.
