Brand Watch: Splenda Embraces Trends, Occasions
Heartland Food Product Group’s Splenda is leveraging hot and timely topics for successful results across channels.
The brand worked with The Krazy Coupon Lady (KCL) to promote its Peel & Pour product in various campaigns over the past year. Although the campaigns last only one or two weeks at a time, they center on trends that keep Splenda top of mind for consumers.
“We use KCL as a way to endorse our products through authentic content and drive trial,” said Olivia Malatestinic, Heartland social media specialist, in a written case study. “When we need to not only drive awareness but also get in front of consumers who are ready to take action, we turn to KCL.”
A campaign for Splenda Peel & Pour in June last year set out to bolster brand recognition, generate sales and increase foot traffic at Giant, H-E-B, Publix and ShopRite stores. The brand offered a SmartSource coupon for $3 off any Peel & Pour six-pack. There was also in-store signage in more than 6,000 stores and an FSI with “try for $0.99” messaging.
The KCL editorial team wrote a post for the campaign to align Splenda with #Watertok, a trend that debuted on the TikTok social media platform in April 2023. The focus is on enhancing water with flavorings to encourage consumption. The campaign utilized Facebook, Instagram, email and text messages.
Instagram story posts tied to the campaign delivered 769,000 impressions, four times the original estimate, according to the case study. A Facebook post for the campaign delivered 476,000 impressions, and the editorial post delivered 386,000 impressions. In all, the program saw a 48% sales lift, says Summer Beale, Heartland associate shopper marketing manager.
A two-week campaign this February to promote Peel & Pour at Walmart had a 214% sales lift. This time, KCL tied in to Galentine’s Day, which is a holiday dedicated to celebrating female friendship and a play on Valentine’s Day. The content encouraged consumers to make day drinks using Peel & Pour products and sip them from the popular Stanley brand of tumblers.
KCL’s content also plugged a monthlong deal ending March 1. Shoppers that purchased six-count packs of Peel & Pour at Walmart received $5 cash back after scanning their receipt in the Ibotta app.
Although the Galentine’s Day campaign did not have any in-store activations, the campaign had a presence across text messages, newsletter, Facebook, Pinterest and TikTok, Beale says.
