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Healthy Choice Café Steamers

Using Digital to drive in-store recognition.

Company: ConAgra Foods
Product: Retail Foods
Format: Digital Billboards

“Working with Clear Channel Digital Outdoor was a pleasure - from their highly collaborative approach to providing customized solutions for our business needs. Further, they over-delivered on impressions, which only made our program better than expected.” Evan Cross, Director Shopper Marketing, Target Team, ConAgra Foods

The Challenge

Target Store customers were not aware of ConAgra’s Café Steamers by Healthy Choice and did not understand the products’ high-quality sensory properties and ample nutritional benefits.

The Solution

With the goal of increasing awareness and sales, ConAgra partnered with consulting firm RPM Connect to create a highly concentrated shopper-marketing and in-store marketing campaign that included the use of digital billboards in key markets, capturing the target consumer in various day-parts. The digital billboards were strategically placed throughout the target consumer’s life footprint, close to Target Stores, and consistent with relevant lifestyle patterns.

The Results

Sales of Café Steamers at Target Stores increased by 75% to 80% over a one-year period and paved the way for improved long-term results.