Posted onOctober 7, 2014
Marketing in Canada: Targeting Busy Generation X Snackers
AN INTERVIEW WITH: Joshua Richardson,Brand Manager, Boulangerie Grissol, Dare Foods
August 27, 2013
In early 2013, snack food maker Dare Foods re-launched its Boulangerie Grissol brand and followed with the mid-June release of Sweet Thins, a riff on Melba toast offered in flavors such as banana bread and lemon poppy seed. Joshua Richardson, Dare’s brand
manager for Boulangerie Grissol, spoke about what it takes to keep its Gen X target demographic engaged with the brand.
Question: What is the target demographic for Sweet Thins?
Joshua Richardson: We are looking at adults in the 35-plus age group, who are busy and have on-the-go lifestyles. Sweet Thins are bakery-style loaves that come in portable packs of two, so whether it’s a mom or a dad that’s on the go or someone at work that wants to enjoy a treat with a morning coffee or afternoon tea, it fits into their lifestyle.
Question: What various digital channels are you using to reach that consumer?
Richardson: For the first time at Dare, we have launched digital preroll.
Our 30-second spot will be on a number of different digital platforms, running before TV programs on sites like HGTV and Global Television Network. We tried to layer off the networks we were going to be on in traditional TV, and then take it across some of their digital platforms and to YouTube and Yahoo, where we’d be playing with the same demographic but trying to widen the perspective of who we could reach.
We have a sampling program that’s running from September through October on [airline] Air Canada. We’ll be handing out 500,000 samples, and we’ll also be talking to Air Canada for some in-flight advertising on their digital properties.
As we re-launched the [Boulangerie Grissol] brand, we decided that we’d jump into social media, specifically on Facebook. We have approximately 7,300 fans currently that we interact with on a daily or weekly basis. We’ve been leveraging that platform to speak to our fans and other consumers about our product.
This year, we are mastering Facebook and using our community manager to engage those fans. We will slowly move over to Pinterest,and Twitter is on our radar, but we want to make sure that we’re not flooding the market with different avenues.
“As we re-launched the [Boulangerie Grissol] brand, we decided that we’d jump into social media, specifically on Facebook.”
Question: How engaged is the 35-plus age group on your Facebook brand page?
Richardson: Our engagement is about 8.7%. That doesn’t sound very high, but when we look at that engagement relevant to our key everyday competitors, we own about 50% of the engagement.
Question: At what points during the day are they engaging with
Richardson: By watching the community and when they reach out to us, we learned quickly that folks were posting around 9 pm. That’s when we get the greatest involvement, so we adjusted our schedule.
We talk to them when they can be online. It makes sense if you think of [someone who is] 35-plus with young kids: [at 9pm] they’ve just gotten them to bed. They’re sitting down to read a book, watch TV or engage online.
Question: What type of content motivates Sweet Thins fans to engage with you online?
Richardson: We’ve really gone out and set up pillars of specific things we talk about, whether it is our brand, baking, lifestyle, entertaining or food quality. Through Facebook advertising, we learned that our community was really excited to engage with us when we talked about living a healthy lifestyle. A fair amount of our content is based around
living a healthy lifestyle and how we can help them do that.