The brief
Fruit baskets, gift certificates, branded merch—it’s all expected and all been done when it comes to corporate gifting. Columbus Craft Meats wanted to launch their new charcuterie gifts direct to consumer during the holidays and stand out during the busy giving and food gifting season.
The idea
Showcasing the charcuterie experience and using the foil of the competitor that literally wraps their pears in foil, we launched a digital campaign that positions Columbus Craft Meats’ charcuterie kits as the “New Cure for Boring Gifts.” Display, paid social, paid search, and native ads used a motion forward approach to play up the appetite appeal for our digitally savvy foodie audience.
The results
The campaign drove purchase during the highly competitive season, and significantly overperformed on awareness and engagement, ending strong with almost 30M impressions and 150K+ click-throughs with week-over-week CTR performance improvement. The campaign was so well received, we adapted the concept to a B2C audience the following year.