Home  › Marketing › Strategies
claussen

Claussen's Penguin Tells Shoppers to Migrate to the Fridge

  |  August 22, 2013   |  Comments

Banner ads and a video help Claussen reinforce the message that its pickles are in the refrigerator section.

Claussen Pickles wants to make sure shoppers know to "migrate to the fridge," so it teamed up with ad agency The Escape Pod to create a spot that features a penguin let loose in a grocery store who travels to the refrigerator section.

The campaign includes mobile-distributed video, mobile banners, and micro banners. Banner ads appear on mobile app extensions of NBC News, Cosmopolitan, Redbook, Family Circle, and Harper's Bazaar, an agency rep says.

The mobile banners are visible to smartphone users and aimed to reach grocery shoppers, the rep adds.

As of August 21, the video has 758,000 views on YouTube.

In addition, Claussen has shared the video on Facebook and is asking its 119,000 fans to help choose a name for the penguin.

As of August 21, the post had more than 400 comments.

While Claussen asked for input on Steven Spear and Cukes McGee, fan suggestions also include names like Dilly and Sir Picklesworth.

According to The Escape Pod, Migrate to the Fridge builds off Claussen's Journey to the Claussen Pickles campaign, which also educated shoppers about the product's location. The video has nearly 1.2 million views.

"If you're in the supermarket at the shelf with the pickles, Claussen is not there and if you don't know otherwise, you can't find them because they're in the refrigerator section," says Vinny Warren, creative director of The Escape Pod.

The point of the previous campaign was to "point out the geographic anomaly - they're not where you expect them to be and they're better because of that," Warren says. "Those are the two things we have to nail."

The polar explorer ads were "funny and successful" and the agency was looking to continue in the same vein, but with a different comedy vehicle, Warren says - hence the penguin wandering into the store and traveling to a colder place to find pickles.

In addition to Claussen, The Escape Pod works with other Kraft brands like Wheat Thins, Lunchables, and Philadelphia.

@ClaussenPickles has 1,800 followers.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...