Fresh Raspberries Campaign

2022

A top fresh produce brand promotes its fresh raspberries available at Costco to drive purchase with a campaign on PRN’s Costco TV Network

Campaign Objective

Increase brand awareness and purchase of fresh raspberries for sale in Costco’s produce department utilizing Costco TV at the front of the warehouse.

Results

Based on self reported Costco member mobile survey data, the campaign delivered a double digit increase in day-of impression purchase of fresh raspberries at the warehouse. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:

  • 84% increase in current purchase of fresh raspberries by exposing Costco shoppers to the ad campaign at the beginning of the shopping trip
Fresh Raspberries Campaign 2022 - Current Purchase Graph
Current
Purchase
*

Research Approach

A third-party research partner, MFour Mobile Research, collected a total of 300 mobile interviews from October 26 to December 7, 2022, among Costco members who were in the market for a smart TV. There were 150 Costco members each in the Test and Control cells. On average, it took 10 minutes for Costco members to complete the mobile survey. Members who successfully completed the survey were incentivized by MFour Mobile Research.

Source: Fresh Raspberries Study, December 2022, MFour Mobile Research. Member data is based on mobile survey based self reported data. *Current Purchase is on the day of the interview.

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