SapientNitro was tasked to develop and execute the creative big idea that spans the Orville Canada RTE (Ready To Eat) product line and supports the 2012 launch across integrated channels beyond mass media and digital (ie: PR and In-Store Activation). The goal was to establish the Orville RTE product line as a more relevant and appealing snack alternative to other salty snack products available in your grocery store.
SapientNitro developed the 'Handfuls of Irresistiful' concept of which was established with the product qualities and existing brand tone in mind. Orville's brand tone exists as whimsical, quirky and ingenious.
"The irresistible nature of the product itself"
These tactics play up the quality of the product, and that "gotta have it" impulse that Orville Redenbacher RTE brings out in us. Using the physical actions of gazing, looking, reaching, grabbing and stretching, we communicate the urge to grab handfuls – and bags full – of irresistiful.
SapientNitro coordinated and produced 3 photo shoots to support the National OOH campaign featured on Billboards, Transit shelters, Transit Cards and a :30 digital preroll & companion 300x250 served on Canadian News websites.
Facilitated sampling events in Vancouver, Montreal and Calgary promoting the launch of the RTE product line. Each event featured an engaging Tornado machine where consumers attempted to catch as many paper popcorn kernels as possible.
Sponsored TIFF (Toronto Int'l Film Festival) and coordinated sampling over the course of the 10 day event. Developed National & Regional prizing for TIFF movie tickets based on entertainment trivia, managed through Facebook. Developed a national grand prize Movie Poster contest accessible through Facebook. Over 1000 movie poster entries were received over 9 days.
Built and deployed an HTML email to over 30,000 email addresses announcing the launch of the RTE Product line and launch of Orville Canada's Facebook page: http://www.fb.com/orvillecanada