With football season in the air, we all love to see a great kick-off, and Litehouse recently entered the field. The refrigerated salad dressing brand is kicking off a new multichannel marketing campaign to support retailers and inspire consumers during football and tailgating season: “Litehouse in the House.”
“To ensure we’re able to effectively reach consumers and drive brand awareness and sales, we focused on engaging creative and strategic placements that will increase recall and prompt action,” said Paul Hemingway, Vice President, Marketing and Communications. “We worked with filmmakers specializing in visual effects to develop a series of short-form videos that use a mix of modern techniques like freeze-frame, stop-motion, and other 3D camera effects—a first for the category—to showcase how Litehouse dressings and dips deliciously collide with football season to create the perfect pairing.”
Through a combination of national and market-specific tactics, including programmatic video, connected TV, streaming audio, podcasts, and shopper marketing, Litehouse in the House will help drive awareness and sales for the brand during football season, now through February 2023.
The campaign will feature an array of Litehouse dressings and dips, including the brand’s popular Homestyle Ranch, Chunky Blue Cheese, and new Garlic Ranch flavors while utilizing creative to portray how the products will elevate any experience. According to the release, the campaign and creative is a first-of-its-kind investment by Litehouse, signifying the brand’s contemporization and valiant new approach to marketing and sales.
“Building on our popular Big Game promotion by expanding the campaign throughout the entire collegiate and professional football season provides a strategic opportunity for retailers to boost sales and increase basket size, while also supporting category growth,” said Heidi Wieber, Brand Manager. “Our versatile dips and dressings are a perfect addition to any tailgating or homegating party, and whether feeding a crowd or a family, make hosting game day gatherings a breeze.”
This is the brand's first campaign supporting the entire football season. Retailers promoting with Litehouse typically see at least a 10 percent increase in sales ahead of the Big Game. This strong performance, and the demand for versatile dressings and dips during football season, illustrate a powerful opportunity for retailers to promote with Litehouse for a longer window of time.
“The campaign’s digital-first strategy features engaging videos that are impossible not to watch on repeat,” continued Hemingway. “I’m excited for retailers and consumers to see the campaign creative and how Litehouse dressings are an essential part of the game day experience - both on and off the field.”
Click here for more information on the campaign and catch the latest industry news all season long with Deli Market News.