Fisher and Karo Find Recipe for Success

Elgin, Ill. — John B. Sanfilippo & Son's Fisher brand teamed up with one of its most reliable partners for an integrated campaign aimed at female consumers who enjoy cooking and baking for family and friends, according to the manufacturer.The latest activation of the three-year partnership with Karo, a property of Oak Brook, Illinois-based ACH Food Companies, kicked off in September 2014 with back-to-school recipes featuring both brands’ products. The partners shared the recipes on the brands’ websites and via social media.Shippers and pallets hit retailers in October and featured a “buy two Fisher nuts, get one Karo syrup product free” tearpad offer. QR codes in-store drove shoppers to a dedicated landing page with custom, co-branded recipes, such as walnut shrimp poppers with citrus sauce, spiced cranberry walnut tart and strawberry chocolate tartlets.The partners also shared the recipes on Fisher’s and Karo’s websites as well as through Facebook and Pinterest. The shippers and pallets featured a recipe for three-nut pie, as well as an enticing visual of a slice of the pie with the header, “A Fresh Twist on Holiday Entertaining.”“Consumers like simple twists on classic recipes,” says Howard Brandeisky, senior vice president, global marketing and customer solutions, John B. Sanfilippo & Son. “They like to put a fresh twist on the familiar to turn the recipe into something new and different. They like recipes that are approachable and simple, but special.”The campaign ran through February, as it did in year two of the partnership. (The first-year effort spanned November and December only). “The purpose of the pre/post-holiday activity is to show consumers that both brands can be used for a variety of recipes all year long, beyond just the key holiday season,” says Brandeisky, adding that the campaign’s success will be measured by sales goals and the number of shippers and pallets placed in stores.“Both Fisher and Karo are leading brands in their respective categories and go-to ingredients for holiday cooking and baking,” he says. “This is the third year of the successful partnership, and each year the program just keeps getting better.”While Brandeisky would not give the marketing budget for the campaign, he confirmed that this year’s partnership expanded on past efforts to promote the products and engage consumers. New this year was a Facebook tab (“Fisher Nuts and Karo Syrup Recipes”) found on both brand’s Facebook pages; Facebook ads and promoted posts; Pinterest boards with co-branded recipes; and the co-branded mobile site.Other efforts included emails sent throughout November and December that highlighted partnership recipes, bloggers from the Fisher Fresh Thinkers Blogger Network who shared their own holiday recipes featuring the brands, and public relations efforts from both Fisher and Karo. All elements were designed to drive shoppers to stores.Northbrook, Illinois-based Blue Chip Marketing Worldwide created the campaign, developed the Facebook tab, ads, posts and promoted posts, the entire mobile site and the eblast creative. Karo also created its own posts and eblasts.

Fisher and Karo Find Recipe for Success

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