Piggly Wiggly Midwest

pig dud dad shoot

  • Piggly Wiggly Midwest Client since 2022

SERVICES

Strategy

Landing Page Development

Marketing

Print

Creative Design

Photography and Videography

Since 1911, Piggly Wiggly Midwest has served communities in and around Wisconsin. The company currently operates 11 corporate stores and services 85 independent franchisees.

TheAsk

Piggy Wiggly Midwest needed help establishing and capturing consumer data. Their team envisioned a Jeep giveaway campaign with the goal of increasing signups for the new rewards program, Pig Points+. With minimal consumer data across 96 stores, the Piggly Wiggly Midwest team came to us with an aspirational target audience. Our initial hypothesis was that the target audience was too small to give them their desired results.

Data Analysis

As a data-driven agency, we began our process with extensive research. We discovered that people statistically walk 1 mile, drive 4 miles, or commute 10 miles to a grocery store (when coming home from work). When we applied this (1, 4, and 10-mile) radius to the population living around all 96 Piggly Wiggly Midwest stores, we discovered that less than 10% of people in the 4-mile radius of the stores fall into their aspirational target audience. We concluded that we needed to appeal to a broader target audience to ensure the campaign's success.

radius example
Data-Driven
The Approach

To best resonate with everyone in the 4-mile radius, including the aspirational audience, our marketing team worked to identify channels and messaging that specifically appealed to Gen Z, Millennials, Gen X, and Baby Boomers. The ads brought out feelings of nostalgia for the Piggly Wiggly brand, appeal for the Jeep giveaway, and incentive for the rewards program. Breaking the ads down by generation also increased Piggly Wiggly’s target audience size by over 1 million customers.

The Solution

Our solution for Piggly Wiggly Midwest was an omnichannel approach to capture our target audiences in multiple different spaces, including digital and print marketing.

omnichannel approach
The Outcome

The overall outcome of the campaign showed a 91% less CPL (cost per lead) than the retail industry average. Additionally, the campaign delivered an average of 69% less CPA (cost per acquisition) than the retail industry average ($6.73 vs. $21.47). Our marketing efforts brought Piggly Wiggly Midwest over 37,600 emails to the company’s consumer data. Half of the emails obtained also completed their entry into the Jeep Giveaway, with over 18,000 entries.

TheResults

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