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Nabisco All-Star Autographs
The Marketing Challenge: Nabisco needed a massive spring retail merchandising event with heavy consumer sell-through.
Solution: Execute an irresistible consumer offer combined with strong trade elements. With three proofs of purchase and $5, consumers could choose a personally autographed card from baseball’s greatest players, including Ernie Banks, Don Drysdale, Brooks Robinson, Willie Stargel, and Catfish Hunter.
The eight week promotion included free-standing inserts that clearly explained the offer and delivered coupons good on multiple purchases of specific products.
The offer was delivered on 50 million packages across the Nabisco product line of cookies and cracker brands.
Consumers could choose which player’s signed card they wanted.
Because All Marketing Is Not Created Equal
Retail elements included colorful free standing and end cap display units and a strong store manager incentive program featuring autographed baseball merchandise. Players made appearances at key account stores and personally called store managers to raise excitement and engagement.
Results: Massive displays in all key retailer accounts. Strong consumer participation and engagement. Good PR coverage. All Star Autographs was repeated and, in it’s second year, was, again, highly successful.
They’re Still Talking About It… in a two page article from a Promo Magazine five years after the program ran.