Challenge
Hain Celestial wanted The Sasha Group to develop a social campaign to build brand awareness of Sensible Portions’ brand name and to make their product compelling to buy over other better-for-you-snacks.
Solution
Creatively, we wanted our creative to build the Sensible Portions brand while simultaneously raising brand awareness. The goal of creative was also to present Sensible Portions snacks through brand messaging that translated over as taste-forward and fun.
Our strategy was: GET On-the-go parents who are always on a mission to balance healthy and fun when it comes to snack time TO see Sensible Portions as the snack that provides true all-around satisfaction BY showing that when you combine the right “ingredients”, that’s a Sensible Portion.
Our creative approach was to hook in viewers with humorous and relevant tensions to show that Sensible Portions can satisfy any snacking occasion. We developed a series of 4x executions, contextually targeted at different audiences, primarily parents to drive relevance + brand recognition.
Media portion of the campaign resulted in a $0.66 ROI, outperforming industry benchmarks.
Our campaign in tandem with a Shopper marketing initiative equated to $2.3M in incremental sales during an 8-week period (based on SPINs data).