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CASE STUDY

Kayem Foods, Inc. al fresco BzzCampaign
Brand Evangelists Drive Trial, Sales of Growing Brand

BzzAgent Copyright © 2004
BzzAgent Inc. 273 Summer Street 4th Floor Boston, MA 02210 Ph 617.451.2280 Fx 617.451.9922

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CASE STUDY

New Brand Enjoys “Ripple Effects” of Targeted Word-of-Mouth

K

ayem Foods, Inc., the New England company founded in 1909, offers eight leading brands of hot dogs and sausages. In response to healthconscious consumers who were looking for high quality alternatives to traditional sausage products, Kayem created the al fresco brand of chicken sausages to “provide people with delicious foods that are healthy and convenient, meeting today's active lifestyles,” offering flavors such as roasted garlic, sweet apple, sundried tomato and basil, spicy jalapeno, teriyaki ginger, and sweet Italian. The award-winning sausage is prepared without artificial flavors, preservatives or nitrates and contains less fat and sodium than pork sausage. Kayem engaged BzzAgent, Inc. to conduct a word-of-mouth marketing campaign resulting in exponential trial and increased sales of al fresco in target markets. access to a BzzCampaign online homepage with these features: • A communication guide about the lifestyle benefits of al fresco • Instructions about where to find al fresco in local markets • A printable request form to encourage stores to carry the brand • A basic profile of likely consumers i.e. BzzTargets • A list of nine suggested BzzActivities such as Talk About Dinner, Share a Coupon, and Serve to Guests As in every BzzAgent program, the participants were neither paid nor given scripted conversations. In exchange for the chance to try al fresco free of charge, BzzAgents were asked to provide detailed, honest accounts of their discussions about the brand with others. Each of these accounts, i.e. BzzReports, was scored on its content, quality and influence, and classified by metrics including
BzzAgent Copyright © 2004

KAYEM FOODS, INC. BOASTS A NUMBER OF POPULAR BRANDS INCLUDING GENOA SAUSAGE, KAYEM OLD TYME HOT DOGS AND TRIPLE M SPIRAL HAMS.

al fresco BzzCampaign
BzzAgent was the architect of a 12week BzzCampaign for al fresco. The Boston-based marketing firm invited 2,000 word-of-mouth volunteers from target markets across the United States to try al fresco, share their first-hand opinions with others, and report their real-world conversations about the brand at BzzAgent.com. All 2,000 participants were drawn from BzzAgent’s national pool of volunteer brand evangelists, currently numbering more than 70,000 individuals. BzzAgents were offered al fresco coupons for joining the BzzCampaign. In addition, they received an al fresco promotional BzzKit which included three coupons for their own free package(s) of al fresco chicken sausage and at least six $1-off coupons to give potential consumers. BzzAgents also received exclusive

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AL FRESCO CASE STUDY BzzTarget reaction, association to BzzTarget, and number of persons directly influenced per conversation. To better understand the impact of the al fresco BzzCampaign on brand evangelism and purchasing behavior, BzzAgents completed online surveys before and after the BzzCampaign.

• 89.2% of BzzTargets responded with interest and/or enthusiasm upon hearing about al fresco. • 41.4% of BzzReports had a main theme of actual purchase and/or intent to purchase. • 80.3% of BzzAgents did not report all of their BzzActivities.

The Results
The efforts of these BzzAgents introduced al fresco to thousands of consumers through genuine, realworld experience and conversations. BzzAgents recommended the brand

Points to Note:
• 57.7% of BzzAgents had not tried chicken sausage prior the BzzCampaign, while 91.4% had not previously heard of al fresco. • 87.8% of BzzAgents distributed al fresco coupons to others. • 72.3% of BzzAgents had trouble locating al fresco, many of whom traveled to stores “off the beaten track” in search of it. • 45.7% of BzzAgents who were unable to find the brand asked retailers to stock it, and 18.0% of these stores began carrying it. • 10% of all BzzReports involved requesting the brand in stores. • 57.1% of BzzAgents purchased al fresco at least once without using a coupon from the BzzKit.

to family members, friends and acquaintances by giving away coupons and bringing the sausage to picnics and other social events. Product experience was a highly motivating factor for BzzAgents. Nearly 9 out of 10 BzzAgents distributed coupons to potential consumers, producing a level of response several times higher than Kayem’s other coupon promotions such as in-store sampling. Kayem saw an unpredecented redemption rate (19%) for the $1-off coupons. Overall, Kayem witnessed a rise in demand for al fresco in target markets, with sales rising as much as 100% in some locations. After the 12-week BzzCampaign, BzzAgents who had tried al fresco were very likely to buy it without coupons (78.4%) and to continue recommending the brand (88%). Considering most BzzAgents had neither tried chicken sausage nor heard of al fresco prior to the BzzCampaign, the outcomes were no less than sizzling. To the delight of Kayem Foods, the BzzCampaign generated trial, lifted sales, and leveraged brand evangelists who continue to buy, share, and recommend al fresco.
BzzAgent Copyright © 2004

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AL FRESCO CASE STUDY

What BzzAgents Did
After telling my mom about al fresco and having her try it and really enjoy it, she decided to buy it for the Labor Day BBQ we had at the house. My aunts and my Dad and my brother and my uncle really like the sausage and had no idea it was chicken until I told them. They loved it and I think I sold a few of them on it because it is so low in fat… (BzzAgent xdtvtx) I actually had a little bit of sausage left so I cooked it up in the toaster oven at work....everyone wanted to try a piece so I cut it up and left it in the break room. Well pretty much everyone in the office bluenoted me about what I marinated my sausage in... then I went over there and gave them a coupon and recipe card...they all thanked me a lot... one women even said, “well I know what I’m going to feed my husband for dinner”… (BzzAgent kimmy2727) The manager said he'd never heard of it before and was definitely going to look into it and talk to his superiors and that I should see the product available within a few weeks … (BzzAgent luvdlphn) I had some people over for dinner last week and I was stumped what to make and then It popped in my head to make the al fresco sausages, Well they were a hit. I bought the Sweet apple flavor, made them for dinner that night with a few side dishes and a salad. Everyone loved them and everyone was saying how good they were and they all wanted to know what brand it was!! I even had my girlfriend call me the other night and tell me she bought some and her husband loved them also!… (BzzAgent danarene)

In the Press:
"Over the July 4 weekend last summer, at cookouts up and down the East Coast and into the Midwest, guests arrived with packages of Al Fresco chicken sausage for their hosts to throw on the grill. At a family gathering in Kingsley, Mich. At a small barbecue in Sag Harbor, N.Y. At a 60-guest picnic in Philadelphia. We know that this happened, and we even know how various party guests reacted to their first exposure to Al Fresco, because the Great Sausage Fanout of 2004 did not happen by chance… “And while the Fourth of July weekend was busy, it was only a couple of days in an effort that went on for three months and involved not just a handful of agents but 2,000 of them. The agents were sent coupons for free sausage and a set of instructions for the best ways to talk the stuff up… “The Al Fresco campaign is over -having notably boosted sales, by 100 percent in some stores... The sausage campaign was organized by a small, three-year-old company in Boston … BzzAgent, which has a particularly intense relationship with its fastgrowing legions of volunteers, offers a rare and revealing case study of what happens when word-of-mouth theory meets consumer psychology in the real world.” – The New York Times, “The Hidden (in Plain Sight) Persuaders,” December 5, 2004
BzzAgent Copyright © 2004

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