Revival
For my IMC Campaign Planning class, my team got to work with a real-world client, Rachel Klein, an IU alumna and founder of Revival, an all-natural almond butter. Our task was to create a campaign to help Revival stand out in the almond butter category.
Team: Meleena Strukel, Qianyuan Lyu, Hunter Laurincik, and Kendall Santos
Background
Revival is an all-natural almond butter that was founded by Rachel Klein in 2014. Revival has absolutely no added sugar or preservatives. Revival gets its almonds from a family farm based in Modesto, CA. The farm utilizes a “duel drip line” watering system which directly waters the almond tree roots with the perfect amount of water. This in turn helps drastically reduce the water waste that is often found with almond farming.
Objective
Help Revival stand out amongst its competitors in the almond butter category.
The Problem
Revival is a small brand in a large category and some of its competitors are much bigger brands that are more established in the almond butter category.
Key Insight
Consumers assume all almond butter are healthy, but don’t realize many have additives
The Big Idea
Position Revival as a “completely clean” product by partnering with a carwash.
Hal’s Carwash
Hal the Happy Almond
Why a carwash?
It may seem like a crazy idea at first, I mean what do a carwash and a small almond butter brand have in common? We found that they have 2 important things in common:
Both are associated with being “completely clean”
Both value water conservation in their industries
In addition to that, when you go through a carwash, you don’t have much to do. So we decided this would be a perfect opportunity to tell consumers about Revival. Consumers will get the chance to sample the almond butter and learn about the brand.
What carwash?
Revival would partner with Mister Carwash, a carwash chain that has over 450 locations across the US. During this campaign, Revival would only take over one Mister Carwash location. Like Revival, Mister Carwash also works to reduce water waste in an industry that heavily relies on water. Mister Carwash has partnered with Project Wet which works to bring awareness to the benefits of conserving water in the carwash industry.
During the carwash
When consumers drive up to the carwash, they will receive an interactive kit. In this kit, there will be a GoPro camera, samples of Revival, crackers and other treats to try Revival on, and information pamphlets. If they choose to participate, the customers can put the GoPro on their dashboard and film their reactions as they try Revival. Choosing to participate will enter them for a chance to win a Revival bundle that includes 2 or 3 jars of Revival, reusable water bottles, and a t-shirt.
The samples will also have a random QR code on them that will either take customers to a Wordle game that relates to Revival, a trivia game, or fun facts about Revival and almond butter.
After customers get out of the carwash there will be a booth where they can meet Rachel, learn more about her, and buy Revival.
Timeline
This campaign will run for 2 months during June and the first half of July.
June
Begin advertising for the carwash
First 2 weeks in July
Revival takes over Mister Carwash for 2 weeks
Last 2 weeks in July
Revival posts the content from the carwash to social media platforms
Spreading the word
Three different Instagram posts Revival would use to announce the carwash.
Billboards will be installed on the side of the main roads leading up to the carwash’s location.
Posters will be hung up around the town in places such as automotive shops, mechanic shops, and gas stations.
