Our communications strategy was simple: At Ball Park, we celebrate the weird/quirky/odd/head-scratching behavior of guys and the simple, delicious food that they love. This positioned the brand as the powerful connection point between the guy’s gal (the shopper) and the guy’s guy (consumer), and placed Ball Park’s food at the center of the table.
With this positioning, we shifted Ball Park from a company who makes hot dogs for families, to a company who makes guy food for “guy time.” In a short time, we established an entirely new category in guy food.
The national campaign included a mix of TV, print, social media and shopper/consumer engagement, supplemented with PR activity, in-store support and sampling programs.
Outcomes / Stats
Brand loyalty and purchase intent reached the highest levels in five years.
Dominated the summer season, winning all three marquee holiday weekends.
Sold out first production run of Flame Grilled Patties within four months, twice as fast as expected.
Reached highest dollar and volume market share in five years.