No Yolks “Understanding Consumers in Today’s New Economy”: Case Study

The Company:

No Yolks Noodles is the # 1 selling noodle on grocery shelves in the US and Canada.

Key Consumer Issue:

The opportunity was to re-position the brand in consumer’s minds as well as for grocery chains.  For years, No Yolks was sold as a heart-healthy, no-cholesterol noodle, appealing primarily to people 55 and older.  With stores creating their own house brands to increase margins, the pressure was on for No Yolks, already a product in a fairly low interest category, to prove its relevancy and value. 

Building on Today’s Consumer Behavior:

We needed to restate the No Yolks brand position in more relevant terms to both the consumer, through traditional and non-traditional media, and to grocery stores as well.   Our messaging focused less on their traditional no cholesterol position, and more on a regimen of healthy and delicious family eating, a great importance to today’s family.   Our targets became much more geared toward women who purchased and prepared meals for their families.

Based on a new brand position that No Yolks Noodles is a healthy ingredient that can help you make delicious, healthy meals for your family, we were able to spin this new approach in many different ways.  We created television spots that ran nationally.  We completely redesigned their website, noyolks.com to better reflect the new healthy ingredient strategy.  We brought consumer interactivity to the mix with ways consumers could share ideas and recipes for No Yolks Noodles.  We created video email blasts to launch the website and new campaign.  We brought their FSI program to the internet with a very successful campaign on Coupons.com.  We opened new territory for them by having them partner with UPromise.com, a website that helps parents pay for college by purchasing member products (in the past 10 months, that alone has brought 309,420 new customers to Strom Products.)   We launched a National Noodle Month promotion that raised awareness of our products and used social media to bring targets to the No Yolks site to enter a recipe contest.  The results are still coming in, but we far surpassed customer engagement expectations. We are currently creating a social media campaign as well for both America and Canada.  All this activity feeds off of their new strategy of marketing more toward women with families who want to eat more healthy foods.

The Results:

By further segmenting this target, and finding relevant messages for each segment, we were able to help No Yolks reassert their leadership position as well as protect the brand on grocery store shelves.  Since we began our program, sales have been up by 17%, making this year of recession and bad economic news, No Yolks’ best year ever.