Oscar Mayer Taste-A-Monials

Taste-A-Monials is a socially-driven digital coupon program. By driving trial through word-of-mouth, it’s designed to turn sampling into sentiment. Paid and earned media worked in tandem for maximum impact – enticing consumers to submit their Taste-A-Monials, which were then spread across social channels.

Taste-A-Monials was Kraft Foods’ most successful digital couponing effort to date. With results that exceeded the brand’s prior benchmark by 400%, we successfully captured market share from chief competitors in the premium hot dog category. The program grew Oscar Mayer’s Facebook community by nearly 40%. As a testament to the program’s performance, Oscar Mayer signed up to do another version the following year.

Of the test audience that sampled Oscar Mayers Selects hot dogs, 30% reported they would buy the product.

Driving trial with a progressive coupon model, Taste-A-Monials was an example of how paid, earned and owned media work together for maximum exposure, offering consumers increased value in coupons the more they shared.