Lance and Little League Team Up. A Home Run.
Lance is a brand of wholesome snacks with a legacy of connecting families and fun for over 100 years. Prior to working with us the sandwich cracker brand had become stale. It was losing consumers to a increasingly competitive market and had significant barriers with brand presence and performance.
Working closely, we defined a new brand strategy and messaging driven by the shared values and interests we found between the brand and their target audience. Revamping their entire website, social platforms and realigning them with consumers lifestyle and needs. That year sales increased while other competitors in the category were significantly down. So how could they continue their brands success and facilitate engagement and discovery of their values, offerings and culture?
With products already in many concession stands at local Little Leagues around the nation the answer was simple. Teaming up with the world’s largest youth sports organization, becoming “The Official Sandwich Cracker of Little League Baseball and Softball.” To bring attention to this new partnership we created a campaign that was all about Lance and Little Leagues shared commitment to fueling and inspiring young athletes, helping them reach their potential on-and-off the field and most importantly having fun.
Fueling Fun On and Off the Field.
We wanted Lance to be the “go to” snack for Little Leaguers. So to launch the campaign we created a microsite that served as a digital destination where consumers could engage in unique and shareable content that pushes the products, positioning and personality of both brands. The site featured a sweepstakes, games & activities to inspire players and email sign-ups, custom baseball cards and other special programs for parents and coaches — giving them another reason to cheer.
Stepping Up to the Plate.
With thousands of impressions online, we took the protein-packed brand on the road. Joining up with our Lance Snack Patrol — our ambassadors fueled hungry players and fans across the nation. Hosting experiential sampling events at local games and regional tournaments leading up to the Little League World Series we continued to positively position the snack and motivate consumers to celebrate & share our story.
Arriving at the LLWS, the official sandwich cracker hosted game day experiences, including a snack patrol tent with fun games, special incentives, snacks and swag. Promoting content across social platforms before, during, and after the event to highlight the lifestyle of the brand and how it aligns with the Little League audience.
The campaign resulted in another home run for Lance and a continued partnership between brands.