Keeping the Magic Alive in Anniversary Programs
Date & Time
Wednesday, October 3, 2018, 1:00 PM - 1:45 PM
Karen Firda Kara Russo

Friendsgiving is not a fad- it is the future. Campbell Soup Company found there was an opportunity to win an additional 1% (worth $11M) of side dish shoppers in 2016 by being the first to specifically market to the incremental season of Friendsgiving, at Target. The focus was on the millennial host. In this session, Campbell Soup will discuss how the anniversary program was taken to the next level, drove strong sales and ROI, increased brand equity and elevated strategic partnership status.

Attendees will:

  • Learn how scale and visibility were expanded at Target, across categories including grocery, home, alcohol and games. 

  • Understand how YouTube's media vehicle was incorporated to tell the Friendsgiving story to resonate with millennial hosts.

  • Explore how optimizing this program through analyzing and reacting to 2016 results moved the needle again on the vendor continuum in a way that was truly transformational. 

Location Name
L100 B
Full Address
Minneapolis Convention Center
Minneapolis, Minnesota
United States
Seminar Track