While summer is traditionally the peak season for pickle sales, companies are presented with a unique opportunity to merchandise in the weeks leading up to the summer. Mike Watts, Chief Revenue Officer at Needham, Massachusetts–based Grillo’s Pickles, recognized this opportunity and is taking advantage of it by testing consumer interest, increasing awareness, and driving trial via an all-new partnership with NAIL Communications.
“NAIL really understood our brand vibe, and we knew that we could trust it to deliver a compelling message, both on-brand and in a short time,” said Watts. “With consumer screen time increased due to stay-at home measures, and media costs decreased, the timing of the test for this was critical.”
Together, the new partners developed a two-week social media test campaign. As reported in a press release, NAIL developed a creative and media plan to launch a series of five animated commercials.
In the ad test, Sam-Sam the pickle is having a home “spa”, reading by the fire, watching Slaw and Order from a beanbag, delivering pickles on his scooter, and waving at consumers from the package on their doorstep.
“We were trying to help folks who were completely stressed out by the constant barrage of bad news by creating relaxing videos with a chill vibe,” NAIL Creative Partner Brian Gross noted. “Fortunately, Grillo’s had a pickle mascot, Sam Sam, who is always relaxing in a lawn chair to be our spokespickle. People really responded positively to the needed distraction in their news feed.”
Through the innovative new partnership, Grillo’s Pickles is poised to influence this summer’s specialty pickle buying patterns.
Gross continued, “People loved it. And so did the Facebook algorithm. The average CPM for this campaign was $4.43 (benchmark CPM is $10). The low CPM can be attributed to high performing creative measured by high engagement and high click-through rate. Views to the landing page exceeded initial expectations by 570 percent.”
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