The Pioneer Woman
The Challenge: A best selling cookbook author, pioneer in the blogosphere and a hit show on the Food Network, how we introduced The Pioneer Woman to the masses and developing her first CPG line in Home.
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We developed an omnichannel strategy that would introduce The Pioneer Woman to the masses both in store and online across multiple categories and touch points. But first, we needed to engage Ree to expand her IP from a successful TV show, best selling cookbook and blog to her first ever home goods line through a licensing agreement.
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A style guide, mood boards, a well-thought out merchandising plan with a point of differentiation, a seamless supply chain and the right retailer partner, we launched over 185 skus both in store and online. Our marketing, branding and PR strategy across TV, radio, print, online and in store were all contributing factors in introducing The Pioneer Woman to the masses.
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What is considered the biggest home launch at Walmart making The Pioneer Woman a household name expanding into multiple categories and ultimately becoming a Walmart brand recognized by millions.
