OLYMPIA PROVISIONS: HOLIDAY CAMPAIGN
Findings from our team's Customer Profile Report revealed that the actual and presumed buyers of Olympia Provisions’ products were very different people, and in order to prepare for the winter holiday season - Olympia’s most profitable time of year - we needed to tailor our communications to respond to the wants and needs of this newly uncovered audience. Research implied that these home cooks and hosts have a desire to become more informed and capable consumers through learning more about company history, sourcing of ingredients, information about local partnerships, serving and cooking techniques, entertaining ideas, and anything else that serves to enrich their dining experience.
the STRATEGY
objective
This holiday season, we wanted Olympia Provisions to be customers first choice for their parties, work events, family gatherings or as gifts for the gastronome in their life. Our report showed us that the Olympia customer is affluent, educated, and craves rich experiences, and we wanted to equip them with enhanced culinary skills and an understanding of gastronomy so that they are empowered to handle Olympia's products, as well as feel that Olympia Provisions is connected to their enjoyment of these occasions.
obstacles
In the past, our client had relied heavily on seasonal discounts as a part of their holiday marketing campaigns. So our biggest challenge was finding a way to incentivize customers without the use of markdowns.
research
We conducted primary research in the form of one-on-one interviews and surveys, as well as secondary research through Passport, Statista and Mintel to understand the motivations and emotions associated with the holidays, for hosts and guests, as well as gift-givers and receivers.
target audience
Primary Audience — customers who fall into the four profiles established in our recent report: Millennial Professionals, Urban Gen-Xers, Suburban Gen-Xers, and Wealthy Empty Nesters
Secondary Audience — loved ones who buy for the home cooks and hosts in their life.
insights
We learned that for many people, holiday planning starts far in advance from the day of the actual event. Though this planning period is steeped in excitement, the day-of exacerbates anxieties. We wanted to preserve the joy and anticipation of these occasions by addressing and solving the worries that get in the way of enjoying the holidays to the fullest extent.
the CREATIVE
The understanding discovered in our recent customer profile report that the Olympia customer is affluent, educated, and craves rich experiences, led us to create the ‘Don’t Panic, Holiday Survival Guide.’
The articles included offer solutions to the various land-mines that can derail holiday entertaining along with recipes and gift recommendations. The goal was to create a resource that customers can continually reference (via an online and printed magazine) as opposed to the seasonal product catalogs Olympia has done in the past— requiring the brand to re-win customers each season.
the guiding insight
Cooking for pleasure is a creative experience, an emotional ritual that brings joy and intimacy when food is shared with loved ones.
metrics of success
This campaign is currently running — Check back soon!
the team
account managers: Sharon Wyatt and Bailey Arvidson-Goodell | strategists: Taylor Wood, Thaddeus Gincig and Savannah Galindo | copywriters: Howard Kennedy, Maranda Seney, Steven Peeler and Tobin Carlberg | art directors: Danielle Emeka, Amy Hodges, Kevin Lu and Savannah Quarum | illustrations: Savannah Quarum | media: Caitlyn Sauer and Laken Garman