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The Challenge

G.H. Cretors has been creating handcrafted gourmet popcorn since 1885. After five generations of relying on word of mouth and sampling, G.H. Cretors partnered with Hanson Dodge to increase national awareness and accelerate revenue growth.

The challenge? Put a little-known brand on the map in a growing and crowded snack category.

The Solution

Hanson Dodge identified key consumer segments within G.H. Cretors’ target audience and uncovered two powerful insights regarding their snacking preferences. The ensuing campaign spoke to these insights, as well as the growing “real food” movement, with a central message—G.H. Cretors is the obsessively delicious popcorn you can feel good about eating.

The integrated digital campaign delivered targeted, relevant messaging across social media, streaming radio, online video and more. The social strategy leveraged colorful seasonal content and fun recipes to drive engagement and generate excitement for the brand.

Social Content

The Results

The “Celebrate your obsession” campaign quickly turned a little-known product into a fast-growing brand. Results show an immediate impact on national awareness, engagement and revenue.

  • 50+% Increase

    IN-STORE SALES IN THREE TARGET MARKETS IN FIRST MONTH OF CAMPAIGN
  • +4 Points

    Aided Awareness
  • +1 Point

    Unaided Awareness
  • +6 Points

    Purchase Intent
  • 400% Increase

    Social Community Size in First Year (From 25,000 to 125,000)
  • 76%

    Social Engagement in First Six Months