The jams and jellies category was cluttered with many brands made essentially the same way. The market was dominated by Smuckers, made mostly from refined sugar, corn syrup and only a small percent of fruit. In contrast, Sorrell Ridge produced an all-fruit product but had little distribution outside of health food stores.
Introduce a new product (Sorrell Ridge) against a giant competitor (Smuckers) that had a 30 year reputation for being good. The goal was to increase sales, gain broader distribution, and do everything on a shoe-string budget.
Go head-to-head against Smuckers where it was most vulnerable. We determined that Smucker's tagline, ("With a name like Smuckers, it has to be good") was both it's biggest equity and its most vulnerable target. A deceptively playful TV execution literally dismantled the tagline to reveal the truth: Smuckers wasn't so good. And, "With 100% fruit, we have to be better." We also created this head-to-head coupon print ad.
President/CEO Fred Ross: "It was a resounding success." First month sales increased 90% and national sales increased 50% the first year while the category grew only 3.5%. Forbes ran a feature article on the success of the campaign, and Harvard Business School teaches the case. Sorrell Ridge, now widely distributed, keeps the tagline on their label.
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