Snausages – NFL

February 25, 2010 by Chris · Leave a Comment 

Snausages NFL packaging

Challenge

Snausages is a leader in the dog snack category. It has a very successful base product (shape/flavor) and has introduced several rotational products to spurn incremental seasonal sales. The brand was looking for an exciting promotion to help drive one of its rotational products: Snausages Footballs.

Solution

Since the Snausages brand is all about having fun and humanizing the dog, we developed a program that would let owners and their dogs celebrate together when their team scores a touchdown by treating with Snausages footballs. Sponsorships of targeted NFL teams were created to make an impact in important markets for the brand and key retailers. Team logos and trademarks were used to create limited edition packaging and display materials that helped draw attention to the products in-store. An added-value program encouraged consumers to send pictures of their dog dressed in team regalia for their dog’s chance to be shown as an MVP (most valuable pooch) on team websites and stadium video boards. Charitable tie-ins, co-branded advertising support and hospitality opportunities rounded out the program and helped secure retail merchandising support.

Results

This NFL promotion created big opportunities for the Snausages brand. It delivered a high profile program that could leverage the power of the NFL to draw attention to Snausages Footballs.

Snausages – Baseball

February 25, 2010 by Chris · Leave a Comment 

Challenge

Snausages dog snacks are all about having fun with your dog. Our challenge was to help bring the brand to life while helping generate awareness and trial.

Solution

Baseball is the National pastime and what better way to watch the ballgame than with your trusty dog by your side. Thanks to Snausages, our program allowed dog owners to not just watch the games at home on TV, but now they could actually bring their dog to the ballpark and cheer on the hometown team….together! Based upon market relevance for the brand, targeted retailer presence and the popularity & cooperativeness of the teams, Sports Strategies aligned Snausages with key Major League and Minor League Baseball teams.

Each team hosted a Snausages Dog Day in the Park (where dogs could attend) and included appearances by Snocrates (brand mascot), doggie contests, a doggie bag of goodies for the dogs and more. Partnerships with local animal shelters were developed to extend the program’s reach and donations were raised to support their efforts. Also, consumer promotions offered prizing and discounted tickets to help activate with retail customers.

Results

Snausages Dog Days in the Park were a big hit! Hundreds of dogs (and their owners) attended each of our events. The wonderful imagery of dogs at the ballpark and the charitable tie-in resulted in tremendous media coverage for the brand. Retail partners were secured in each market and led to an 18% increase in case sales. The combination of all factors led to a post event surveys of brand perception showing 76% responding “more favorably”…..woof!