Build the brand, improve retail placement and boost online sales during the holiday season.
Traditionally a product-driven, direct response advertiser, Hamilton Beach was struggling against competitors such as Kitchen Aid, Rival and Keurig in the small kitchen appliance category when they came to uws for help. One of their biggest hurdles was getting the attention of–and shelf space from–big box retailers. To do that, we needed to build the “good thinking” brand while also driving direct sales.
We launched earlier in the holiday season and cut the number of media vehicles by half, pursuing food-related content in national print publications and through Scripps channels such as HGTV and the Food Network. Convinced that an off-the-shelf approach alone wouldn’t achieve our goals, we worked with our partners at Scripps to create original 60-second features to air during the holiday time period. We also integrated Hamilton Beach’s original recipes, which linked to hamiltonbeach.com, within the Food Network’s online recipe section.