Campaigns We Love: Krave Life
August 28, 2017
If you’re not familiar with Krave, it’s a line of premium jerky manufactured by the Hershey Company. Founded in 2011 by John Sebastiani, Krave was created to fill the need for a post-workout snack that was all-natural, high-protein and low in fat. The Krave product line has only grown in popularity since its purchase by Hershey in 2015, and now includes gourmet flavors like Sweet Chipotle, Pink Peppercorn and Black Cherry Barbeque. The company’s new ad campaign, Krave Life, aims to reconnect the brand with its core customer base – health-conscious athletes who enjoy food and expect the highest quality ingredients.
Here are a few ways that Hershey and the Krave team could take their campaign’s performance up a notch with location-based audiences and insights:
Our top audience pick for Krave is none other than Athletes. Consumers in this audience are frequently observed at the gym, on the field and at related places and events that indicate they make physical fitness a priority. Krave might also give our Sports Fanatics audience a try. We’re sure that Krave spokespeople Carly Lloyd and Michael Phelps would agree!
2. Outdoor Enthusiasts, Health Nuts and Foodies.
We think that Krave has an opportunity to extend its outreach beyond Athletes, and capture new market share with location-based audiences like Outdoor Enthusiasts, Health Nuts and Foodies. These audiences are seen at related places and events like hiking trails, farmers’ markets and farm-to-table restaurants. All suggest that these consumers might have an appetite for Krave’s high-quality, high-nutrition snacks.
3. Event Sponsorships
Krave’s brand ambassadors today include USC Athletics and the Alabama Crimson Tide – top sports programs that tie in with the company’s focus on athletes. By analyzing consumer attendances at major events – like the New York City Marathon, the Rose Bowl, or the Army vs. Navy Football Game – Krave can identify events that over-index for their ideal consumers. In this way, Krave can identify new sponsorship opportunities that tie in with the Krave brand and effectively reach their target audience(s).
Gravy knows consumer behavior: We process billions of pseudonymous location signals every day to better understand where people go and what they do in the real world. We then use this information to create audiences and data insights, making it easier for advertisers to connect with committed consumers – wherever they are.
We expect to see much more of the Krave campaign in the coming months. If you’re interested in learning more about Gravy and how location intelligence can be used to supercharge your marketing efforts, contact us today.