How do you turn a quirky, niche dairy product into a passion brand? Hood asked GarrandPartners to do just that with their small, upstate New York brand, Heluva Good! Dips and Cheese. We were tasked with reinvigorating this brand and expanding it into new markets. Starting with a bold decision to retire their old “Father Time” logo, Garrand pushed the brand in a new direction: BIG, BOLD FLAVOR. We focused on identifying the right “chips and dip” crowd to fall in love with Heluva Good! and found the faithful followers of the second biggest U.S. Sports franchise, NASCAR. A national NASCAR race sampling program was negotiated, track by track, that included Fan Zone sampling areas, VIP suites and trade hospitality – all supported with a new website, FSIs, and point-of-sale materials in race markets, and additional media support for the three Heluva Good! branded races.
In total, GarrandPartners delivered almost 1 million samples, delivered coupons at the track that redeemed at three times the industry average, increased web traffic by 300%, and helped expand Heluva Good! up and down the East Coast and into the Midwest.