Proof That Omnichannel Marketing Works

During the pandemic and subsequent supply chain shortages, Foster Farms began a branding initiative to promote its line of Take-Out Crispy Chicken Wings & Tenders. With only limited supply available, Foster Farms was challenged with advertising the products to keep the brand top of mind, but not driving sales to a point where out-of-stocks would become an issue.

Goodway implemented a hyper-focused marketing strategy across paid, owned and earned media channels focused on driving reach, brand awareness and market penetration for the Take-Out brand. The strategy included competitive conquesting, in-market targeting, category targeting, look-alike modeling and video event retargeting across a mix of video, display and social channels.

The campaign included a brand lift study with Kantar Brand Insights, which allowed Goodway to measure brand lift metrics and prove that the strategy was successful. Foster Farms saw powerful results with double-digit lifts in brand awareness, online ad awareness, brand favorability and purchase intent. As a direct result of the campaign, Foster Farms Take-Out Chicken Wings outperformed competitors and all other products within the category.