36th Annual Marketing Excellence Award Winner: Bako Sweet

PROMOTION

Heart Healthy Campaign

STRATEGY

The “Heart Health Month” campaign, running throughout February, strategically leveraged the alignment of American Heart Health Month and National Sweet Potato Month to promote Bako Sweet potatoes as a certified heart-healthy food by the American Heart Association. The primary objectives were to increase impulse purchases of sweet potatoes, educate consumers on heart health, and enhance customer loyalty and engagement. The campaign used in-store displays, digital advertising, news releases, TV segments and social media.

RESULTS

Return on assets (ROA) of 710%, 3,422 units moved, 360K+ impressions and significant net new sales. Editorials and releases in top industry publications totaled 843,584 impressions. The campaign was featured on AZTV’s Arizona Daily Mix, reaching 33,720 impressions. Organic content and influencer support garnered 270,565 impressions, with a 3.5% engagement rate. Overall, the campaign effectively increased awareness and sales of Bako Sweet potatoes by leveraging strategic marketing initiatives, digital and in-store promotions and media coverage. The positive engagement rates and return on ad spend demonstrate the success in educating consumers and driving healthy purchasing decisions.