SANDPOINT, IDAHO — Refrigerated salad dressing brand Litehouse Inc. has launched a football-themed marketing campaign called “Litehouse in the House” to boost sales and brand awareness through February 2023.
The company’s multimedia promotions involve videos, audio clips, instore marketing and more featuring the top-selling Homestyle Ranch and Chunky Blue Cheese dressings, along with the new Garlic Ranch flavors.
The main message behind the campaign is that Litehouse products elevate everyday situations into something to remember, the company said.
“To ensure we’re able to effectively reach consumers and drive brand awareness and sales, we focused on engaging creative and strategic placements that will increase recall and prompt action,” said Paul Hemingway, vice president, marketing and communications, at Litehouse Inc. “We worked with filmmakers specializing in visual effects to develop a series of short-form videos that use a mix of modern techniques like freeze frame, stop motion, and other 3D camera effects — a first for the category — to showcase how Litehouse dressings and dips deliciously collide with football season to create the perfect pairing.”
Litehouse typically has promotions around the annual Big Game, but for the first time this year, the brand is focusing on promotions through the entire football season.
According to the company, “Retailers promoting with Litehouse typically see at least 10% increase in sales ahead of the Big Game.”
“Building on our popular Big Game promotion by expanding the campaign throughout the entire collegiate and professional football season provides a strategic opportunity for retailers to boost sales and increase basket size, while also supporting category growth,” said Heidi Wieber, brand manager, Litehouse. “Our versatile dips and dressings are a perfect addition to any tailgating or homegating party, and whether feeding a crowd or a family, make hosting game day gatherings a breeze.”
Two of the more creative aspects of the “Litehouse in the House” promotion, according to the company, are “connected-TV advertising on channels that over index with moms, such as Food Network, Discovery, Hulu, Disney+ and more” and “podcast advertising, including the popular new true crime podcast The Deck, hosted by Crime Junkie’s Ashley Flowers.”
Litehouse added that 86% of podcast listeners respond through action after hearing a podcast ad.
“The campaign’s digital first strategy features engaging videos that are impossible not to watch on repeat,” Hemingway said. “I’m excited for retailers and consumers to see the campaign creative and how Litehouse dressings are an essential part of the game day experience — both on and off the field.”
“The ‘Litehouse in the House’ campaign creative and media strategy was developed by Karsh Hagan,” the company said. “Crafted Communications, the PR agency of record for Litehouse, will lead PR efforts for the campaign, while Toast Media Group will support social media.”