Case Studies: Fleischmann's Yeast

Boosting a Declining Category

Objective:
To grow the yeast category, which was in consecutive years of decline.

Agency Solution:
To entice current bakers to bake more often by introducing new usage occasions.
These are counter-seasonal occasions that do not coincide with the traditional
holiday baking periods.

We encouraged consumers who rarely or never bake with yeast to do so via
celebrity demonstration and instruction. Fleischmann’s Yeast became a sponsor of
a nationally syndicated PBS cooking show, Breaking Bread with Father Dominic.

Results:
While the overall effect of the new occasion strategy on the category continues to be measured, initial sales and coupon redemption figures indicate that incremental sales are occurring during the new occasion promotion periods. Since its debut, the Father Dominic show has had a positive effect on the category. AC Nielsen data shows that in DMAs where the Fr. Dom show airs, category declines are less than the national average.