Mrs. Butterworth’s Fans Can Win Trip to Busch Gardens
By Grocery Headquarters Staff
Mrs. Butterworth’s and Busch Gardens have partnered to create a promotional campaign based on the lifestyle preferences of its consumers. Leveraging proprietary market research, the Mrs. Butterworth’s brand has created a program that crosses the grocery aisle, through social media and into the real world, while propelling the iconic syrup brand into a unique relationship. Through an extensive data gathering process, the Mrs. Butterworth’s brand found that more than one in three Mrs. Butterworth’s syrup consumers are likely to visit theme parks. The brand has also enjoyed past success by offering limited-edition collectible bottle designs on its products to attract new consumers and shorten the syrup purchase cycle. With experts predicting U.S. theme-park revenue to climb to $13.4 billion in 2013, according to market researcher IBISWorld, a campaign idea was born. The syrup brand teamed up with a leading theme park brand, Busch Gardens, to drive engagement and excitement about the syrup though the use of a theme that extends Mrs. Butterworth’s long-standing tradition of bringing fun to the breakfast table to a real-life, family-fun adventure. The promotion, the Mrs. Butterworth’s Family Fun Sweet-stakes, will be hosted on the Mrs. Butterworth’s Facebook page and invites families to enter to win a two-day, three-night VIP trip for four to one of the Busch Gardens locations. Starting this month the product will feature a Busch Gardens-themed wrap on its iconic bottle. The bottles will be available at retailers nationwide through April 2014. “Through this partnership with Busch Gardens, Mrs. Butterworth’s saw an opportunity to reach its core consumer, imaginative moms,” says Eric Hintz, Vice President of Marketing with the Mrs. Butterworth’s brand. “By creating memorable experiences for families, Mrs. Butterworth’s can drive consumer engagement and brand loyalty, while further building our category leadership.” We think this is a perfect partnership that should appeal to fans of both Busch Gardens and Mrs. Butterworth’s, says Michael Hartman, senior marketing officer for the Busch Gardens brands. The Family Fun Sweet-stakes kicks off on Facebook in January 2014 and runs through April 30, 2014. The prize package includes air travel, hotel and theme park admission to one of the Busch Garden parks in either Tampa, Fla. or Williamsburg, Va., as well as special VIP experiences. To enter and learn about the official rules and details, visit www.facebook.com/MrsButterworths.