Company: E29 Marketing, Larkspur, CA
Company Description: E29 is an independent and women-owned, award-winning advertising agency, founded in Marin county in 2017. We are brand navigators that know how to activate all channels to tell a brand's story. We do this by delivering strategic solutions and bold creative ideas that connect with consumers in meaningful ways.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Food & Beverage
 Nomination Title: Olli Salumeria - Developing The Brand
- Specify the date on which this campaign or program was launched:
The marketing campaign for Olli Salumeria brand began July 2022.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
The link below contains a case study for the Olli Salumeria Brand Launch Campaign. E29 Marketing helped Olli develop a brand architecture, messaging and creative to then be able to launch a national marketing campaign and effectively raise awareness and market share in the US.
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 176 words used.
Olli Salumeria, a fourth-generation Italian salami brand known for authentic flavors and quality, had been around for more than 10 years, and was well respected within the category, but consumer awareness, and thus purchase preference was low.
The brand was gaining distribution among customers nationally, but needed a north-star strategy and unified voice to drive the business forward.
Thus, Olli contracted E29 Marketing as their agency of record to further develop the Olli brand, including:
o The brand architecture with strategic pillars containing the brand promise, taglines, benefits language, and calls to action
o Imagery and designs including logo, brand color, fonts, and icons usage
o A photography style guide for both products and lifestyle moments
Then, An integrated marketing plan was also developed and executed in order to strategically serve the campaign up through a mix of targeted media vehicles that would reach consumers along their entire path to purchase. The campaign strategy was primarily designed to increase brand awareness by capturing competitive market share and purchase intent, utilizing a full-funnel mix of media channels.
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
When coming up with the brand architecture and messaging for Olli, it was important to understand the philosophy of the brand and the reason to believe for this 4th generation Italian family brand. It came down to this: The secrets to authentic flavor and peerless quality are not so secret - it's “simple ingredients and time.”
Thus, the Savor Real Moments & Flavors campaign was born out of this notion. That enjoying life means slowing down to savor real flavors and moments, each made extraordinarily delicious with Olli.
In order to build awareness for the brand and support sales efforts at retailers carrying Olli, E29 maximized the marketing budget by leveraging a full-funnel mix of media channels and geo targeting the media around stores that carried the product. KPIs were selected by channel for immediate tracking and measurement purposes. Addtionally, Olli is pursuing MMM (media mix modeling) but needs more sufficient data in order to determine which channels are contributing to sales and to what extent.
6 media channels were activited including programmatic display, paid social, Google paid search/PMAX, Retail Media Newtorks (RMNs), social media influencers and a public relations campaign. Awareness KPIs included impressions and press placements. Mid-lower funnel consideration/conversion KPIs included landing page views, website activities and eCPA activities such as clicks to Find In-Store or Buy Online.
The creative leveraged lifestyle photography of the products and packaging in real life settings to inspire consumers on usage occassions and preparation ideas.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2021. Even if your initiative started before July 2021, limit your response to activities and results since the beginning of July 2021 only (up to 250 words):
Total 96 words used.
Within 6 months of launch:
- 6 media channels activated for a full-funnel marketing campaign
- Geo-targeted around ~7K unique stores nationally
- Nearly 600M impressions delivered via digital channels
- 35+ million earned media impressions via PR efforts
- Almost 100K web visits made to Olli.com from trackable media
- 700+% increased engagement rate averaged across all social media channels
- Media Mix Modeling to be completed in early 2024
- Once sufficient data has been collected to tell which channels are contributing, to what extent, and how to optimize the marketing spend among the channels to attain the greatest sales impact.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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