Smuckers Preserves, which dominated the jams and jellies category, was made primarily with corn syrup, refined sugar, and only a small percent of actual fruit. By contrast, Sorrell Ridge produced a much healthier 100% fruit product. But, outside of health food stores, it had no awareness or distribution.
Introduce a new product (Sorrell Ridge) against a giant competitor (Smuckers) that had a 40-year reputation for being good. The goal was to increase sales, gain broader distribution, and do it all on a shoe-string budget.
Go head-to-head against Smuckers, and do it where it was most vulnerable. We determined that to be Smuckers famous tagline, ("With a name like Smuckers, it has to be good") The tagline was both Smuckers biggest equity and also its biggest, most vulnerable target. Our deceptively playful TV execution literally dismantled the Smuckers tagline to reveal the truth...that Smuckers really wasn't so good, and, "With 100% fruit, Sorrell Ridge has 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.
See more cases.