Situation: Many brands face challenges of seasonality, but not many are as strongly aligned with a single month as the ripe olive. Thanksgiving tables have kids (of all ages) wriggling the 5 finger olive salute, but you’d be hard pressed to find a single thumb’s up come summer. Fortunately, our research showed that consumers loved olives, they just didn’t automatically think of them after November.
Approach: Use print and digital ads to remind consumers that olives “liven up” their tables at Thanksgiving and show them how to add that same fun the rest of the year thru seasonal usage and recipes.
Outcome: Between seasonal recipe cards, a recipe calendar and year round holiday inspired ads, consumers were inspired to celebrate the small stuff by opening another can.