People are buying pickles but they're not buying Vlasic.
So, Vlasic came to us with a very small test. Could we drive sales in Cincinnati and Columbus? If so, then we'd go national.
We created a video called "Speak Into the Pickle". The basic premise being that we would say and show Vlasic in as many ways as possible so there would be no way that people would forget about Vlasic when they went shopping.
Our video worked and Vlasic saw a 5% sales lift in both markets.
We proved that FB was more efficient that their normal TVC route and a national campaign is already in the works.