Case Studies: Fleischmann's Yeast

Newspaper Freestanding Insert (FSI)

Objective
To increase sales among current users and attract new yeast users.
 
Strategy
Implementing knowledge gained from our focus group research, Delfino Marketing created Free Standing Inserts built on the powerful emotional appeal of memories. The FSIs were targeted to 17 million households across the U.S. They were scheduled for peak season usage, highlighting holiday themes such as Christmas and Easter. Many focus group participants who do bake with yeast explained that baking was a tradition passed along from generation to generation. The FSIs showed this tradition by creating a Fleischmann’s Yeast family of yeast users. The call to action reminded generations - 'to relive old memories and start making new ones.'

Results
Heavy coupon redemption helped in maintaining Fleischmann’s Yeast’s market leadership. While other brands in the declining category slipped, Fleischmann’s Yeast held on to its ranking as the market leader.