Maximizing Reach of J.M. Smucker’s Coffee Portfolio Leveraging Digital as Key Incremental Awareness Driver
Scope
Role: Integrated Media Planner, Strategy & Digital Investment
Brands: Folgers, Dunkin’ at Home, Cafe Bustelo
Budget: $10Million
Timeframe: 1 Fiscal Year (May - Apr)
Challenge
J.M. Smucker (JMS) offers more than just jams and jellies and with their coffee portfolio, they were looking to revamp the perception of their legacy brands as well as increase discoverability and adoption of some of its newer brands. The key transformations and tasks for each of the coffee brands included:
FOLGERS
Not your grandma’s coffee - damn good coffee because mornings are too important to mess with
CAFE BUSTELO
Considered an ‘in-the-know’ brand but want more young people to discover & experience the authentic flavor
DUNKIN’
Emphasize same great taste as Dunkin’ shop coffee and get them to buy at-home as well
Competitive Research
Leveraged Kantar data to gain insight on key at-home coffee and tea competitors (i.e. Starbucks, Green Mountain, Peet’s, Lavazza, Lipton) to identify gaps in landscape where JMS could steal share of voice and inform current optimizations as well as future channel mix.
Solution
The go-to-market approach across the portfolio of coffee brands were similar with Linear TV driving the bulk of spend while channels such as online video (leveraging ACR technology to reach those who had not seen the linear creative), digital display, audio, high impact, programmatic, and social provided a more fine tuned and efficient way to incrementally increase reach. Additionally, contextual and behavioral signals were used to differentiate between brands within the portfolio to prevent cannibalization.
A18-54
Focus on early risers as well as people who recently gained more responsibilities (i.e. new parents, college graduates entering the workforce)
A18-49
Stay true to roots in Latin American culture focusing on food and music to match the bold colors and flavors of Bustelo
A18-49
Leverage existing synergies with Dunkin’ shops especially sports, targeting at-home and store consumers to retain existing & convert in-shop buyers
Example of live units run below:
Eater In Line Native Unit
Bleacher Report Crumple Unit
Impact
Supplementing J.M. Smucker’s Linear TV spend with refined and targeted channels leveraging contextual and behavioral signals enabled the team to deliver incremental reach while staying efficient.
Increase in Reach YoY
Folgers
Cafe Bustelo
Dunkin’