CHALLENGE: Stir it up.

After more than 100 years of making authentic New Orleans-style foods, Zatarain’s was still holding its own with its line of trusted products for fried fish, “dressed” sandwiches and seasoned anything. Despite the company’s long history, it wanted to be proactive about maintaining its position as the leader and regional favorite by creating some buzz about its products.

STRATEGY: Talk to Yats and Who Dats.

Zatarain’s products aren’t like the everyday salt and pepper that sit in shakers on your table – their products are a big part of consumers’ lifestyles. We knew we needed to speak directly to the consumers in the core markets to communicate that “we get it – we’re one of you.” Outdoor boards in high-profile places and radio spots were chosen for their ability to reach a large audience of locals and tourists, day and night. The ads featured copy that relied heavily on local vernacular and culture, emphasizing the company’s New Orleans roots. For the region’s many tourists, not only did these references reinforce the brand’s authenticity, but the moment people contemplated their meaning, they became engaged in a conversation with the brand.

RESULTS: Sales heat up.

Though Zatarain’s products have been around for decades, making sure they were top of mind for consumers led to impressive results. During the first crawfish season after the campaign’s launch, sales of Zatarain’s blends and boils increased by 11.5% over the previous season in the company’s New Orleans/Mobile region. Also, breading and batters units in New Orleans/Mobile increased 3.9% over the previous year.