Smithfield Jungle Dogs go social

Smithfield Foods, the largest pork processor in the world, is aiming to boost awareness and trial of its latest “healthy” hotdog-style brand, Jungle Dogs, through a secure social sampling couponing campaign.
In the first social media campaign of its kind for the brand,  it will next month offer a coupon promotion via the Jungle Dogs Facebook Fan page, offers fans up to 10,000 free printable coupons to try the new product.
Jungle Dogs hotdogs contain no mechanically-recovered meat, no artificial colours or flavours and are claimed to have more meat than other leading brands.
The push is being co-ordinated by Coupons.com (UK), one of the leading providers of secure digital coupon promotions for FMCG brands and grocery retailers.
Smithfield Foods category manager Jill Leigh said: “Facebook is a key medium for the demographic we are looking to approach for Jungle Dogs. We know that children and baby products have high engagement on Facebook, with younger mums being active users who like sharing things with their friends and engaging with brands. We wanted a campaign that would maximise this trend.”
She added: “Since launching the Jungle Dog Facebook page on July 1 we have received over 10,000 fans and have been overwhelmed with how enthusiastic and engaged our fans are. We therefore decided that we would promote the new product via social sampling through the fan page to reach these consumers directly with a free coupon that drives product trial and also helps to grow our fan base.”
The social couponing activity is just one element of a wider Jungle Dogs integrated marketing campaign that also incorporates PR, advertising and in-store promotions.  The Facebook fan page also features competitions that are designed to engage consumers and enhance awareness of the new product.
Leigh commented: “We wanted an innovative way to promote our latest product and support our other marketing activities. Following the very positive feedback we had received since launching the product, we were keen to continue to drive product trial and get the product into people’s hands, and we believed that Coupons.com could help us with this.”