Bull's-Eye Case Study




BULL'S-EYE is a premium quality barbecue sauce. If you like barbecue sauce, you love the big, bold taste of BULL'S-EYE. When introduced to the market the brand needed to increase trial, create awareness and enhance image. Given the brand's exceptional quality, product sampling was essential. LFPR successfully developed and coordinated a multi-year, nationwide event sponsorship/product sampling campaign that helped make BULL'S-EYE the number one selling premium barbecue sauce in the nation. Situation BULL'S-EYE was an introductory product. After conducting a test market in Kraft General Foods' Western Region, the brand needed a means to build awareness and to increase trial and penetration as it expanded across the nation. Objectives • Increase trial/penetration • Build awareness • Reinforce and enhance BULL'S-EYE's "Big Bold" image • Increase merchandising/shelf presence Target Audiences • Adults 18-49 years old • 3+ HH size • $35,000 plus income ( 1987)		Strategies •Utilize both primary and secondary communication channels • Sample large groups efficiently • Fit with BULL'S-EYE's target audience • Build awareness with promotional items and signage • Reinforce BULL'S-EYE's strong, assertive, western, masculine image • Leverage local event sponsorships to gain trade support/display activity Tactics • Sponsored professional rodeos and local events - Over 70 events in six regions annually - Over 30 rodeos annually - Some 36 fairs and festivals annually - Sports sponsorships - 104 participation events annually • Product samples distributed as people exited the event • BULL'S-EYE incorporated in the concession menu • BULL'S-EYE served at VIP functions • BULL'S-EYE served in the press room • Logo on print advertising - display ads, posters, flyers, etc. • Brand name mentioned in radio advertising • Logo on television commercials • Signage at the event • Announcer drops • Signage and promotional items at concession areas and at VIP events • Inclusion in all press releases • Feature release about BULL'S-EYE's participation • Press tour scheduled for company spokesperson • Advertisement in event program • Complimentary tickets to the event • VIP credentials • Invitations to VIP events Calendar • Program ran from 1987 - 1993 • Efforts concentrated between May and September Budget • Approx. $500,000 annually (budget varied from year-to- year) Evaluation/Outcomes • Drove sales making BULL'S-EYE the #1 selling premium barbecue sauce in the nation • Over 4 million samples distributed annually • Dispensed more than 4,100 gallons of BULL'S-EYE to concessions annually • Gained 9.3 million impressions