How do you gain traction with a 'grandma's brand' that hasn't innovated for almost a century? By going EXTRA DEEP on a campaign that pays off every reason to buy.
Concept
With Pyrex’s first big product innovation in years — a new glass baking dish that’s 50% deeper, how do you sell more of a product that’s never needed a replacement? Here’s how I approached it as the Creative Director...
Solution
... in a nutshell, we went DEEP on hypertargeting primary audiences via social / social adjacent channels where they already spent time consuming content related to the kitchen. By showing up in more than their feed, but their every day routines (like recipe/grocery list making, etc), we'd be top-of-mind for trying that new dish, IN A NEW DISH, so to speak.
Outcome
An extensive campaign that paid off with some DEEP results: +11.6% lift in unaided recall +13% Facebook engagement YOY +40% Lift in total sales YOY
