Our Work

Jimmy Dean ESPN Promotion

Details
Jimmy Dean® was looking to grow its ready-to-eat brand at convenience stores with the consumers—mostly men—who shop there for breakfast. Playing into the target’s love of football, LAUNCH drafted ESPN Radio Host and Monday Night Football personality Mike Tirico as a #1 pick to entice men into choosing Jimmy Dean in the morning. The “Tackle The Morning Rush” promotion had consumers visit participating convenience stores, grab a Jimmy Dean sandwich, and text a code for the chance to score prizes like a trip to ESPN Studios, ESPN Shop and StubHub! gift cards, Madden NFL 12 video games and branded Jimmy Dean merchandise autographed by Tirico. Additional LAUNCH-created support for the promotion included special video content featuring Mike Tirico, mobile optimized website and contest entry, a desktop microsite for traditional contest entry, in-store displays, trade sell-in material, convenience store sales contest materials, and digital, Facebook and mobile advertising campaigns.