Fisher Nuts, a century old company with less than 50% household penetration is attempting to boost its Millennial and Gen Z users with a new holiday campaign.
They believe that they can "teach new generations" to cook and bake and "remove younger consumers' nervousness around cooking with nuts." (Ellwanger, 2020)
Hmm. That's a pretty tall order. And it presumes that Mills/Gen Z are actually interested in learning to cook and bake - with nuts.
The campaign features this video depicting baking as a family bonding experience shared across generations...
https://www.youtube.com/watch?v=oTMybsootXc
The campaign also includes cause marketing. As this spot explains, for every #FisherTogether post Fisher will donate $30 to Meals on Wheels America...
https://www.youtube.com/watch?v=TF28sM2IGDo
On the ecommerce side, Fisher is running shoppable ads on Amazon, Instacart, Instagram and Pinterest.
Based on what you know about consumer behavior among Millennials and Z's, do you think this campaign will be successful? Does either of these generations cook/bake? Do they want to start?
Do you think men and women are equally likely to bake? Does it make sense to try to reach out to both genders in a single spot? Is the spot successful in doing so?
Would the video appeal to either Gen Z (ages 8 - 23) or Millennials (24-39) or both? If so, which group and why? Would Fisher be more successful if they focused on one generation instead of both?
What do you think about the #FisherTogether cause marketing campaign? Will this appeal to Gen Z? Millennials? Both?
Will the shoppable ads have an impact? Are the social media options suitable for the target? What changes would you make to the selections if you were the marketing manager?
Finally, do you think this campaign will be successful?
Ellwanger, S. (2020, November 17) Fisher Nuts Lures Younger Consumers With Recipes, Emotion. mediapost.com. Retrieved November 18, 2020, from
