BRAND REPOSITIONING

Situation

The Orville Redenbacher brand was experiencing four years of decline. I was brought onto the brand to help reverse the decline by looking at a complete brand repositioning evaluating the entire marketing mix. I examined the category, conducted research, and implemented a breakthrough campaign, “Get Orvillized” that focused on a lifestyle experience evoking relaxation giving the brand a competitive marketplace advantage. The integrated marketing campaign included retail activation, media & promotions.

Results

Orville Redenbacher’s repositioning led with the “Get Orvillized” campaign resulted in the highest ROI, increased display activity, incremental volume, achieving 2x’s sales growth and returning the brand to the #1 market share position.