How The Buntin Group used a lack of connection to connect insight to behavior – and reverse declining sales. problem Chinet Classic White, the brand’s flagship product, had been suffering from declining sales. People were entertaining less, and the usage occasions for Chinet’s premium disposable tableware were slipping. Our task was to stop the bleeding and drive the occasion, which would in turn drive sales. insight To stem the decline we had to attack the social trend causing it – connecting via technology rather than over a meal. Research from The Buntin Group’s Insights Team showed that as a society, technology has enabled us to be more easily connected than ever before, yet people actually felt less connected. Chinet, the brand that has been at the center of get-togethers for more than 80 years, was in a unique position to champion a movement to bring people back together. So we posed a question: Are we trading the ease and superficiality of online connections for the deeper and more meaningful interactions that happen face-to-face? fluency Chinet is the only brand of disposable tableware designed to serve not only your needs, but your craving to connect with others.
Transcript
How The Buntin Group used a lack of connection to connect insight to behavior – and reverse declining sales.
p r o b l e mChinet Classic White, the brand’s flagship product, had been suffering from declining sales. People were entertaining less, and the usage occasions for
Chinet’s premium disposable tableware were slipping. Our task was to stop the bleeding and drive the occasion, which would in turn drive sales.
i n s i g h tTo stem the decline we had to attack the social trend causing it – connecting via technology rather than over a meal.
Research from The Buntin Group’s Insights Team showed that as a society, technology has enabled us to be more easily connected than ever before, yet people actually felt less connected. Chinet, the brand that has been at the center of get-togethers for more than 80 years, was in a unique position to
champion a movement to bring people back together. So we posed a question: Are we trading the ease and superficiality of online connections for the deeper and more meaningful interactions that happen face-to-face?
f l u e n c yChinet is the only brand of disposable tableware designed to serve not only your needs, but your craving to connect with others.
p r o g r a mThe Buntin Group led a multi-channel program to reclaim “The Lost Art of Getting Together.” At the core was a study that proved
technology was usurping in-person interactions. This was used as a lever to generate conversation and buzz around the issue.
Messaging asked consumers to remember a time when “being social” meant “driving people to houses, not home pages” and “neighborhoods found time to be more neighborly.” Imagery of museum exhibits showcasing friends and family gathering around meals
served on Chinet enticed the target to join in. An integrated campaign used all channels to drive the message.
e a r n e d• Public Relations - The study was released and picked up by major national media – giving the campaign awareness, impact and credibility.
• Blogger Outreach - The team reached out to key entertaining bloggers with a Chinet “party pack,” encouraging them to host a get-together they hadn’t planned on hosting and post photos on their blogs.
o w n e d• MyChinet.com - Developed a campaign landing page that allowed visitors to “tour” the museum, including tips for hosting
the types of get-togethers featured in the TV spot. Entertainment pages were updated to encourage brunch, BBQ and holiday get-togethers.• Club Chinet - Invited more than 350,000 members to enter two sweepstakes with grand prizes of $25K and $5K to throw the ultimate get-together.
• Twitter - Conducted weekly product giveaways to encourage get-togethers.• Facebook - Hosted a contest to choose your favorite party scene from the TV for a chance to win $500 and a product prize pack.
p a i d• National Media - Flighted during Q2 and Q4 - key entertaining time periods.
