Popcorn, Indiana - FIT Across America

Story

Popcorn, Indiana tasked Havas Street with planning and executing a 15-week mobile marketing tour, FIT Across America 2013, to promote the brand’s better-for-you popcorn line, FIT and its partnership with NBC’s “The Biggest Loser.” The tour team distributed samples at various fairs, festivals, races, retailers and popular hot spot locations in 18 markets across the U.S. to build brand awareness and share the love of its all-natural yet delicious tasting popcorn. At the tour’s end, the team and Havas Street far exceeded the program goals set.

Tactics

  • Build brand awareness and educate consumers about Popcorn, Indiana’s products
  • Generate trial (goal of 100,000 samples distributed), drive sales and create excitement for retailers
  • Ensure an emotional connection between consumers and the brand, elevating brand presence within the marketplace
  • Build excitement and newsworthy buzz for the brand in targeted markets

Results

  • Successfully executed 70 events across 18 markets in 15 weeks
  • Surpassed all tour goals – notably, the team exceeded their 100,000 sampling goal and distributed 116,000 bags of popcorn
  • Popcorn, Indiana gained over 4,000 Facebook likes and 9,000 sweepstakes entries over the course of the tour
  • The team maintained a positive brand image, converting many consumers to the brand

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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