CFA - Case Study

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Gorton's

Objectives:

Gorton's enlisted CFA to help reposition brand image for the introduction of their healthy line of grilled fish products.

Gorton's desired increased supermarket positioning and point of sale displays.

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Strategy:

CFA negotiated and secured partners including: Barns & Noble, Sam Goody and Best Buy. Consumers collected UPC symbols and received either a $5 certificate for two purchases or $15 for six purchases (redeemable by mail.) CFA handled all redemption.

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Results:

Gorton's increased their point-of-sale and positioning, created "market noise", and 85% of consumer redemption was for six products. Based on the success of this event, Gorton's has conducted three follow up promotions with CFA.