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Hershey’s KRAVE Jerky Used Location Targeting To Raise Awareness, Sales – Can Other CPGs Do The Same?

" KRAVE is a fantastic example of a brand that truly understands its customers, and is leveraging the latest and greatest tools to connect with them when they're most interested," says Cameron V. Peebles, CMO, inMarket.

The food category of “beef jerky” and other related dried meat products might seem irrelevant, but as a $2.8 billion segment with growing sales, according to Nielsen data, a recent campaign with proximity marking platform inMarket may just point the way for other CPG brands in connecting online ads to offline purchases.

The challenge set by Hershey-owned KRAVE, which has a line of “jerky” products sold in supermarkets, which for inMarket was to build on the small 9.2 percent brand awareness consumers showed in pre-campaign surveys.

inMarket used its Preceptivity predictive cross-channel solution  to target shoppers before an expected store visit based on their location patterns. Part of the way Preceptivity works is that it eliminates wasted impressions that occur after a store visit when a shopper is unreceptive, inMarket says.

The KRAVE Jerky campaign was specifically charged with generating higher purchase intent, brand awareness lift, and clickthroughs.

Shoppers were presented with two questions: “Which of the following products are you planning to buy today?” was the first. If jerky was on their list, they were asked: “Which of the following brands were you considering?”

After seeing the ads, 15.8 percent of surveyed shoppers said they were now aware of KRAVE Jerky, resulting in a 72 percent brand awareness lift. Most importantly, 26.80 percent of shoppers said they were planning to purchase KRAVE Jerky after being exposed to the ad — a 3.8x lift.

The ads also evinced more details about the people who buy KRAVE, allowing for more narrow targeting.

“In examining KRAVE Jerky’s audience, inMarket found them to be educated, married with a family, generally above the age of 25, earning higher-than-average income and owns a home in a higher income area,” an inMarket rep says. “The digitally-engaged KRAVE Jerky shopper is constantly on the go and can often be seen visiting gas stations and convenience stores. They have disposable income and can often be found shopping at higher end family clothing retailers like L.L. Bean, Vineyard Vines, and Nordstrom.”

The ability Unlike some parents who rely on mass retailers as a one stop shop for grocery shopping, the KRAVE Jerky audience prefers to visit their local grocery store. This audience is not particularly influenced by savings or health, as they both under-index among grocery retailers like Whole Foods, Trader Joe’s, and ALDI.

Subtle points about the target audience was also noted after the campaign, again, pointing the direction for how other CPG brands can use location intelligence.

For example, while the KRAVE Jerky audience “is not overly concerned with nutrition,” they are interested in physical fitness. So from there, the location patterns KRAVE buyers produce show that they do not frequent specialized health food retailers, but can often be seen working out at high end gyms like: SoulCycle, 9Round, and Equinox.

“Big data is not the future — it’s today,” Cameron V. Peebles, CMO, inMarket, tells GeoMarketing. “The savviest brands are leveraging big location data to understand shopper and retail trends, and to get the most return on their digital advertising investment. KRAVE is a fantastic example of a brand that truly understands its customers, and is leveraging the latest and greatest tools to connect with them when they’re most interested.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.