OVERVIEW OF THE CHALLENGE
In July 2014, Ball Park® turned to DePersico Creative to transform their brand into the cornerstone of the Bimbo® Bakeries product portfolio. When our partnership began, they offered four varieties of buns and hung their hat on the brand’s heritage.
We combined forces with Ball Park®’s brand team to strategically expand their product offering and inspire trial using ads and point-of-sale displays.
PACKAGE DESIGN REFRESH
DePersico Creative started our project with a package design refresh, which included a patriotic red, white, and blue theme with eye-catching stars, appealing product images, and creative linguistics.
INTEGRATED MARKETING MATERIALS
To complement our refreshed package design, we designed a range of integrated marketing materials that captured the Ball Park® brand story while staying consistent with its new image.
FULL PAGE ALL-STAR GAME AD
We combined mouthwatering food photography with rustic baseball imagery to catch the eye of baseball fans.
ANIMATED UPPER DECK SIGNAGE
Picnic blanket and baseball field imagery demonstrated the many summertime applications for Ball Park® products.
ALL-STAR GAME AD
Our creative linguistics made a playful connection between a winning season and Ball Park® buns using baseball lingo.
POINT-OF-SALE AND INSTANT REDEEMABLE COUPONS
We used the same baseball-centric language from our All-Star ad to grab attention in the grocery store and inspire trial.
REGIONAL NASCAR AD
Our team used raceway imagery and racing references like shifting into high gear to appeal to NASCAR fans.
Digital Banner
DIGITAL BANNER, TAILGATING BANNER, AND RACETRACK BILLBOARD
Bold, aggressive fonts, smoke, and tire marks created a masculine feel and positioned Ball Park® products as a key element of speedway tailgates.
Tailgating Banner
Racetrack Billboard
DIRECT MAIL INSERT
We provided helpful tips and appetizing recipes while highlighting a promotion to ensure consumers would stop and read.
JUMBOTRON VIDEO
Our lighthearted video showcasing hot dogs transforming into racecars captured lots of attention at the raceway.
RESULTS
Our package design created cravings in grocery stores, but our integrated marketing materials helped Ball Park® elevate its brand to new heights. After experiencing a double-digit sales increase, Ball Park® is now the number-one national hot dog bun brand.
