Conde Nast’s recent news that it’s dusting off Gourmet and reinventing the shelved title as a mobile app is just one of many signs that print publishers are embracing digital as part of their offering and positioning themselves for a multi-platform future.  In fact, magazines are continually offering brands a variety of options for reaching consumers above and beyond just the printed page.  Using print, digital, mobile, video and in-store; print publishers are able to surround their readers with the right brands while offering information, coupons, sampling, promotions and sweepstake opportunities.  Empower MediaMarketing was able to capitalize on this trend for Sister Schubert’s Rolls, achieving the brand’s goals across multiple channels─on a tight budget.

For Sister Schubert, a key consumer insight came from discovering that once consumers try their rolls, they buy them!   In addition to growing trial, Sister Schubert’s wanted to generate awareness of its “pure & simple homemade taste” during an important holiday time period.  Because the product is distributed primarily in the Southeast, this geographic focus dictated that the campaign would have to be cost-effective while supporting specific distribution.

“Memorable Holiday Moments”
Empower created a holiday-themed promotion to drive trial.  Several large publishers were challenged to develop a multi-channel campaign for “Memorable Holiday Moments.”  Meredith was chosen as the partner to execute this promotion due to strong strategic delivery of Sister Schubert consumers and alignment with key distribution needs.  Focusing on one publisher allowed Empower to negotiate deeper discounts and richer promotional elements when compared to spreading the budget across multiple publishers.  In addition, Empower developed impactful creative executions across all campaign touch points.

The promotion centered around a customized microsite where consumers could submit their video story and share their favorite holiday moment, access coupons and get recipes, as well as register for a chance to win a trip to Mexico and a donation to their local food bank.  Consumers could also watch a video of Sister Schubert sharing her own holiday memories. 

Five print insertions, including spreads, ran across four titles that reached more than 50% of Sister’s target audience.  Along with custom display advertising, Empower negotiated 10 million impressions to support the promotion across Meredith’s Women’s Network.  Email newsletter distribution from circulations of several relevant Meredith publications was also included.  All elements worked in concert to drive consumers to the site.

In-Store Sampling Success
In addition to online programs, Empower also negotiated special event and in-store sampling within key markets.  Sister Schubert appeared as a guest at the Silver Dollar City Culinary School during the popular Harvest Festival with Midwest Living.  This onsite cooking class included product sampling and branded recipe card distribution.  In-store sampling opportunities at two stores in a regional grocery store chain were also made possible with Family Circle.  Six cooking demonstrations took place at each store, with distribution of branded recipe cards and product samples.

The end result was one of Sister Schubert’s most successful promotions to date.  And it was brought to life by a partnership with a single magazine publisher that was able drive engagement across multiple channels and acheive positive business results.

By:  Courtney Ackerman, Empower MediaMarketing Director of Print Media