BUBBA burger Jalapeno Cheddar Launch Case Study

BUBBA burger ®
Jalapeño Cheddar Launch
CASE STUDY

THE GOAL
Developing a Hot New
Addition to One of
America’s Favorite
Burger Brands
BUBBA burger ® is one of America’s top brands of
ready-to-cook burgers. As part of an initiative to
attract new consumers and regain market share lost
to plant-based alternatives, the brand wanted to
develop a new burger variety to expand and boost
sales of their retail product line.
Objectives
• Examine BUBBA burger ® brand attributes.
• Test the proposed brand extension concepts to
determine which resonate with BUBBA burger ®
brand purchasers.
• Develop and execute a successful PR campaign
to launch the new product variety in the
retail marketplace.
Launch Tactics
• Consumer research
• Concept testing
• Photo shoot
• Recipe development
• Packaging design update
• B2B press release
• Consumer MAT release
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RESEARCH AND
DEVELOPMENT
TACTICS
CONSUMER RESEARCH
Midan fielded a two-part online survey with BUBBA burger ® eaters,
asking respondents to:
• Share their brand associations with BUBBA burger ® .
• Evaluate one of four new BUBBA burger ® concepts.
All four flavors tested well among BUBBA burger ® eaters, who were:
• Very positive about the brand.
• Open to BUBBA burger ® offering a variety of meat burgers.
CONCEPT TESTING
Midan tested four new burger concepts:
• All four varieties tested equally well in terms of fitting the
BUBBA burger ® perceived image.
• Roughly three-fourths said they would expect BUBBA burger ®
to sell an Angus Swiss and/or Jalapeño Cheddar Burger.
PRODUCT DEVELOPMENT
Based on the results of our consumer research and concept
testing, Midan confirmed that a Jalapeño Cheddar Burger would
resonate with BUBBA burger ® shoppers.
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CREATIVE
TACTICS
PHOTO SHOOT
Our creative team collaborated with a professional
photo studio and food stylist to develop a stylized
look for and photograph the BUBBA burger ® Jalapeño
Cheddar Burger. This stylized look was featured on:
• Jalapeño Cheddar Burger’s packaging
• Social media
• Advertising
• PR
• BUBBA burger ® website
RECIPE DEVELOPMENT
As part of the photo shoot, Midan’s creative team
worked with a professional food stylist to develop
recipes made with the BUBBA burger ® Jalapeño
Cheddar Burger. These recipes were promoted through:
• Social media
• Advertising
• PR
• BUBBA burger ® website
PACKAGING DESIGN
Midan’s photography for the Jalapeño Cheddar Burger
was incorporated into an updated retail box design
for the BUBBA burger ® product line that was originally
developed by the Midan creative team.
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B2B AND
CONSUMER
PR CAMPAIGNS
B2B PRESS RELEASE
The Midan PR team developed and
distributed a B2B press release and a
geographically targeted, syndicated feature
article showcasing the BUBBA burger ®
Jalapeño Cheddar Burger to local and
national news outlets through an editorial
syndication service.
CAMPAIGN MILESTONES
BUBBA burger ® was featured in three
B2B publications:
• The Shelby Report: “Convenience is King”
• The National Provisioner: “Jalapeño Cheddar
Burger, by BUBBA burger”
• The Shelby Report: “Bubba burger Debuts
Jalapeno Cheddar Flavor”
BUSINESS IMPACT
• A major national retailer began carrying the
BUBBA burger ® Jalapeño Cheddar Burger
— a move directly linked to the Midan press
release that was shared in the three major
B2B industry publications.
• Several regional retailers soon followed
suit and began carrying the BUBBA burger ®
Jalapeño Cheddar Burger.
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B2B AND
CONSUMER
PR CAMPAIGNS
MAT RELEASE
• The Midan PR team developed a MAT
release to help deliver consumer pullthrough
at retail.
• This is a branded, consumer-facing article
with guaranteed placements and media
coverage that is distributed to a network
of print and online news publishers.
RELEASE MILESTONES
• Was featured in 128 online placements
in the Northeastern region.
• Reached more than 91 million people
on both mobile and desktop.
• Delivered a 61-to-1 return on investment
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KEY TAKEAWAYS
The Jalapeño Cheddar Launch
Turned Up the Heat on BUBBA
burger ® Sales
There’s an old saying in marketing: “Great brands sell product;
great products sell the brand.”
That was the principle the Midan team applied as we guided
BUBBA burger ® through every phase of the development and
successful launch of their Jalapeño Cheddar Burger:
RESEARCH
Our research ensured that the BUBBA burger ® Jalapeño
Cheddar Burger remained true to the brand while answering
a consumer desire.
PUBLIC RELATIONS
Our PR campaign successfully communicated the value
of the Jalapeño Cheddar Burger brand extension.
BUSINESS IMPACT
Retail orders produced a significant sales spike and firmly
established the Jalapeño Cheddar Burger as the 13th
product in the BUBBA burger ® product line.
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