In-House knew the perfect way
to get Cass-Clay back into the
community. To coincide with
the monumental return of the
NDSU-UND football game,
Cass-Clay began the Battle of
the Bowls. The ice cream flavor
Bison Crunch faced off against
UND Champion Chip. That’s
when In-House really started to
begin marketing.
“Our process was to determine
the goal of the client – in this
case to grow market share,"
Dye says. "We did the research,
looking at who our target
market was and what are they
doing? How can we reach
them? Are the ratings there? I
really think that data gives you
a starting point; a starting point
that can help build a foundation
of any campaign. In a market
this size, we are limited by how
much data we have available,
but with the numbers we have,
a baseline can be built and
sometimes you just have to
trust your instincts.”
In-House started advertising the
competition on radio, billboards
and non-traditional advertising
such as Facebook. To coincide
with this, In-House pushed
community involvement with
samplings at Hornbacher’s
and other events. This was an
important moment for CassClay to reinvent itself.
“When people go to a grocery
store, they might notice different
brands, but if somebody is
asking them to purchase a
specific brand over time, they
forget about the people that
aren’t asking them and tend to
go with the advertised brand.
You have to invite business to
do business with you.”
The campaign was a success,
as there was an increase in
ice cream sales and positive
feedback from grocery stores
and consumers. However,
much to Bison fans' chagrin,
UND Champion Chip won the
Battle of the Bowls.