When Musco needed to launch its wholesome new snack, Pivot Point created a fun brand-building campaign, building excitement around a new way to snack while delivering a healthier bottom line for Musco.
Musco’s Pearls Olives brand had a great new innovation– Olives To Go!– a small-serving snack cup that families could enjoy on the way to their next activity and Musco looked to Pivot Point to help get the word out. A uniquely fun and memorable campaign was created by introducing the product while our target was out and about. We knew our consumer was active and busy, so a natural place to connect with her was at shelf. Our marketing campaign focused on the Northeast in-store with supporting online media.
Within a year, the campaign’s regional success in the Northeast drove new distribution and trial at key customers such as Ahold and Wakefern. And as Musco’s success grew, Pivot Point worked with the Sales Team to deploy programs at retailers across the country, leading to an impressive national roll-out. Pivot Point combined brand-building and retailer-endorsed tactics to grow substantial new distribution for the brand. Musco’s Pearls Olives-To-Go! has increased shelf presence at all major retailers across the country, a healthy Shopper Marketing budget and programming at customer accounts in all channels.
Both Musco’s sales force and its broker team can be credited with the brand’s growing success. With great care and consistent planning, the collaboration has made the most of its marketing and trade dollars. These efficiencies, coupled with Pivot Point’s extensive knowledge base, have led to programs and opportunities that continue to meet both the brand and retailer’s objectives– greater brand awareness, stronger sales and more people snacking on Pearls Olives To Go! in more places than ever before.