Campaign ‘Cracks Open the Freshness’ for Fisher Nuts

Fisher Nuts’ “Crack open the Freshness” campaign has taken a fresh approach in its launch of the brand’s new clear can -- a first in the snack category. Blue Chip Marketing Worldwide worked on the cutting-edge promotion.

“Our unique packaging warrants an innovative approach to how we’re launching our new, clear can,” explained Howard Brandeisky, VP marketing and global innovation at Elgin, Ill.-based John B. Sanfilippo & Son, Fisher Nuts’ parent company, “and that’s what Blue Chip gave us. From retailer-specific digital coupons to the novel POP display they designed, the Blue Chip team delivered a fully integrated campaign, demonstrating their deep shopper insights.”

“Fisher’s packaging really sets it apart from the competition, and our goal was to create promotional materials that also stand out,” said Stanton Kawer, CEO of Northbrook, Ill.-based Blue Chip Marketing Worldwide. “We’ve developed a campaign that delivers the ‘Crack open the Freshness’ message along every step of the shopper’s path to purchase.”

Blue Chip is able to track in real time when the digital coupon is both printed and redeemed, which will make tracking ROI much more precise.

Another point of differentiation is a three-dimensional POP display, in which a can of Fisher Nuts appears to burst through the signage, with the tagline, “For freshness you can see, think Fisher.”

Also included in the campaign are radio spots, shipper displays, free-standing inserts, print ads, and shelf strips and other in-store media.