Krakus Ham Train Campaign

Krakus Ham Train Campaign
August - September, 2015
Krakus Ham Train Campaign
Summary & Overview
Krakus, “The True Imported Polish Ham,” is proud to be the #1 deli ham in Chicago. Thanks to loyal fans, Krakus
continues to lead the deli ham category in the Windy City with nearly 50% market share. !
To show its appreciation, Krakus was celebrating in a fun and unique way by wrapping two of the city’s Blue Line
train cars in a special train design reminiscent of its one-of-a-kind, imported Polish ham. The special train was
running for 20 - 21 hours per day from O’Hare to Forest Park from Aug. 17 - Sept. 13. !
Please see the video of Krakus Ham Train campaign.
Krakus Ham Train Campaign
Activation Elements
Ham Train, Aug. 17 – Sept. 13!
• Krakus Ham Train Running for 20 – 21 Hours Per Day
on the CTA Blue Line!
In Market Support: Media Buy Elements,
Aug. 17 – Sept. 13!
• Krakus Ham Train!
• Jefferson Park Station Domination!
• TV sponsorships!
• Radio sponsorships!
• I-90 Digital Billboards!
Store Sampling with Radio Remotes, Aug. 29 & Sept. 4!
• 2 Radio Remotes w/ Polski FM & Basia Brown!
• Sampling & Premium Giveaways!
Krakus Street Team, Aug. 20, 21, 27, 28 & Sept. 3, 4, 6!
• Local Brand Presence at the Jefferson Park & Damen
CTA Blue Line Stops!
• Premium Distribution!
Taste of Polonia, Sept. 4 – 7 !
• Krakus Sponsorship of the Festival!
• Krakus Kids Stage!
• Sampling & Basia Brown Cooking Demos!
• Check Presentation, Sep 6th !
• PR
Krakus Ham Train Demo & Radio Remote
Krakus ham train campaign included a cooking demonstrations by Basia Brown and a Polski FM radio remote. The
event brought attention to many customers, who could taste recipes with Krakus Polish Ham, listen to music and
receive giveaways and promotional materials. Additional event exposure secured for Polski FM radio listeners
through numerous pre-event announcements and live call-ins.
Krakus Ham Train Campaign - Media Buy Elements
Posters & Billboards - samples
Krakus Ham Train Street Team
Deployed Krakus Street Teams at the Jefferson Park & Damen Blue Line Stops to engage and educate
patrons on Krakus & the Ham Train Initiative.
Week 1 Distribution (Aug 20 & 21)
• Coupons: 3,300
• Totebags: 950
• Koozies: 1,500
• Save The Date Cards: 7,000
Week 2 Distribution (Aug 27 & 28)
• Coupons: 3,450
• Totebags: 1,000
• Koozies: 2,100
• Save The Date Cards: 7,500
Week 3 Distribution (Sep 3, 4 & 6)
• Coupons: 4,000
• Totebags: 1,050
• Koozies: 6,300
• Save The Date Cards: 8,000!
Krakus sponsoring Taste of Polonia
September 4th - 7th, 2015
Krakus sponsored Chicago’s largest Polish Festival from Sept. 4 – 7. The Krakus Kids Stage had a variety of
activities take place each day. Basia Brown - the host of a culinary series Poland on a Plate prepared cooking
demonstrations and samples. The highlight of the festival was a check presentation - Krakus donated $10,000 to
Copernicus Foundation.
Public Relations - Krakus Ham Train in the media
TV
WBBM - CBS2 9 / 6
WLS - ABC7 9 / 6
WMAQ - NBC5 9 / 6
Public Relations - Krakus Ham Train in the media
TV
WFLD - FOX 9 / 4
WCIU - „TheU” 9 / 3
WLS - ABC7 8 / 30
Public Relations - Krakus Ham Train in the media
TV
WPVN - Polvision 9 / 4 and 9 / 5
WPVN - Polvision 9 / 8 and 9 / 9
Public Relations - Krakus Ham Train in the media
Radio
Promotion in radio included sponsorships and radio remotes with TV Host Basia Brown.
Public Relations - Krakus Ham Train in the media
News Releases - samples
Public Relations - Krakus Ham Train in the media
Social Media - Twitter samples
Public Relations - Krakus Ham Train in the media
Social Media - Facebook samples
Public Relations - Krakus Ham Train in the media
Social Media - Instagram samples