Oscar Mayer taps iBeacons, geo-targeting to boost shopper marketing
By Chantal Tode
April 8, 2014
One of Oscar Mayer's new Deli Fresh Bold flavors
Mobile is giving the shopper marketing program for Kraft Foods’ Oscar Mayer Deli Fresh brand a boost via geo-targeting, in-store ads and iBeacon-delivered mobile alerts as part of a campaign to support several new Deli Fresh flavors.
The effort to support the introduction of new Deli Fresh Bold flavors is one of the brand’s largest integrated marketing campaigns for the year. Mobile is playing a key role by engaging the in-store shopper with brand messaging when they are ready to make a purchase decision.
“Mobile usage in grocery stores is on the rise,” said Tom Bick, senior director of integrated marketing communications and advertising at Oscar Mayer, Madison, WI. “In an EMarketer study from December 2013, nearly half of those surveyed reported using their smartphone more often while grocery shopping.
“Oscar Mayer continues to leverage innovative mobile technology to reach shoppers in store in meal prep and purchasing environments,” he said.
“In addition to television, public relations, retail, print, and digital, the campaign will include in-store mobile geo-targeting, grocery server ad technology, and iBeacon mobile alerts to capitalize on innovative mobile technology and reach shoppers while they shop.”
Satellite geo data
The Deli Fresh brand extension includes four new flavors containing no artificial preservatives, no artificial flavors and that are gluten free to meet the growing consumer demand for food with simplified ingredient lists and bold flavors. The new flavors are: Italian Style Herb Turkey Breast, Cajun Style Turkey Breast, Maple Honey Ham and Chipotle Seasoned Chicken Breast.
Oscar Mayer is supporting the introduction with a new TV campaign featuring the character “Grandpa Frank.”
The campaign will also reach into print and digital.
Oscar Mayer's mobile-optimized Deli Fresh site
The in-store portion of the strategy will include mobile geo targeting, grocery server ad technology and iBeacon mobile alerts in order to reach deli meat customers while they shop.
The mobile geo-targeting portion will l everage highly granular satellite geo data to reach targets in-store.
For the ad delivery portion, Oscar Mayer will leverage newly integrated grocery server ad technology which features add-to-list functionality. This will enable customers to add Deli Fresh to their shopping list with one click, bringing the brand closer to the point of purchase.
Oscar Mayer will also take advantage of iBeacons and Bluetooth technology in enabled stores to reach shoppers with push notifications.
The new flavors are also featured on Oscar Mayer’s mobile-optimized Deli Fresh site.
Oscar Mayer’s use of beacons follows closely on the heels of Zatarain’s announcement last week as the first consumer packaged goods brand to leverage the Bluetooth technology (see story).
Beacons have quickly gained since being launched last year, with retailers, malls and live event venues among the early adopters.
Growing use among CPG brands reflects how the technology gives these a marketers a way to engage with consumers when they are inside a retail location.
“Oscar Mayer cannot disclose specific numbers, but mobile marketing investment is an integral part of the overall marketing campaign,” Mr. Bick said.
Chantal Tode is associate editor on Mobile Marketer, New York
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