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Alessi Foods

Click to play video. Alessi Food digital overhaul Schifino Lee

Website | Influencer Campaigns | Email Marketing | Video | Media Planning & Buying

Alessi Foods

Digital overhaul feeds30% bump in millennial sales for national food brand.

Leveraging authenticity to catapult brand awareness in a key demographic.

Challenge:

Alessi’s brand loyalists were overwhelmingly middle-aged at a time when grocery sales, their primary revenue channel, were declining. In order to turn around sales, the brand needed to expand its appeal to a younger generation of foodies while also building their online sales presence.

Solution:

Reposition Alessi as an authentic Italian brand that inspires millennials to create their own traditions. We launched an improved e-commerce store, entered online sales channels (e.g. InstaCart, Shipt), and optimized mobile marketing with an emphasis on video content and social influencers.

 

Influencer Campaigns

 

Redesigned e-commerce website

 

Monthly eblasts with special offers

 

 

Results:

Since the new campaign’s launch in January 2017:

Influencer campaign delivered 21M overall impressions

Ongoing social media management drove 44% of overall web traffic

Grew sales by 30% to millennial audience