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CASE STUDY - Staying the Leader of the Pack

CLIENT: Heinz, a Fortune 500 food processor

GOAL: Increase ketchup packet product sales to school lunch programs.

CHALLENGE: Obtain a commitment for brand switching among school lunch directors previously using competing product and also incenting those districts already using Heinz products to increase their case commitments.

ACTION: Cavanaugh designed and supplied a customized “Leader of the Packet” beanie baby that was used to incent both new and current clients in their ketchup packet purchases. Using this “free beanie offer,” sales of Heinz products to this market segment increased 12% over the similar time span during the previous year.

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