Creminelli Fine Meats had big growth aspirations and great products. They came to HD for help adding another critical ingredient: a sharply defined brand story to build awareness and move a discerning consumer to select Creminelli as their go-to snack brand.
Creminelli’s millennial foodie audience is a highly discerning group who pride themselves on being “in-the-know.” With the “People Like You” campaign we introduced a big idea that spoke to these aficionados with a knowing wink, demonstrating that Creminelli understands them better than most. And they have the perfect snack for them, too. The campaign found our foodies where they spend their time: airports, grocery stores, major downtown areas and online with targeted, timely and relevant messaging across digital channels.
The Creminelli brand has grown 45% from 2019 to 2020, nearly three times the rate of the category.
This success has been heavily driven by Creminelli's efforts to grow distribution, with campaign support contributing to the result. From 2019 to 2020, the "People Like You" campaign has helped drive a 12 point increase in brand awareness among Creminelli's audience.