Andy’s 30-second spot features Kumai kickboxing and cycling (and chopping up broccoli rabe post-workout, of course) with the messaging that “green is broccoli rabe.”
Lackey said targeting the spot on YouTube made sense to reach a younger millennial audience, but the brand also wanted to reach a slightly older set on Hulu who may be into "Top Chef" or other epicurean programming.
“We can target really, really efficiently on Hulu,” she said. “More millennials have dropped their cable service, so it’s becoming a viable way to spend advertising dollars while ensuring you’re reaching the right people.”
Before now, Andy Boy and its parent company’s "paid media" budget mostly consisted of POS promotional material it would pass out at trade shows. It did not have an audience or data management platform. If its current campaign performs well, Pizarro-Villalobos said it would consider national media placements.
Since Andy Boy sells vegetables and not apparel, where there are virtually limitless SKUs, Pizarro-Villalobos said internal marketing sits in close collaboration with all aspects of the business including production and shipping.
“As we begin our marketing campaign, we’re challenging our sales and production teams to say, ‘What else can we do?’” she said. “We have an 11-ounce, triple-washed/pre-chopped broccoli rabe bag. If it’s Thanksgiving, I’ll probably get the bunch, but for everyday [convenience] I want the bag.”
A few months ago, D’Arrigo also launched organic broccoli rabe, so Pizarro-Villalobos expects this new campaign to elevate all aspects of the company’s go-to-market plan on the product side.
The next phase of the campaign will include ramping up content/recipe integrations with social influencers as it pertains to season.
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