Orville achieves a 3 year record dollar volume growth of 28%, with Brand Power.

 
 
 
 
 

Challenge

Amid one of the top 10 fastest declining categories in FMCG according to Nielsen, with a three-year brand sales decline, Orville Redenbacher Microwave Popcorn faced awareness, relevancy, and health perception challenges, as well as a shrinking shelf presence.


Solution

To address the key barriers, Orville leveraged Brand Power to gain mass awareness and ensure top of mind consideration, while adding credibility to the new health messaging, and to drive fast, measurable sales results.


Results

The strategic approach to leverage Brand Power in mass market and high reach digital achieved a 3-year record dollar volume growth of 28% and increased dollar share +6pts, while restoring positive growth to the overall microwave popcorn category.

 
Jeff Mimery