Clover Leaf is setting its sights on busy urbanites with Toppers, a new line of tuna and sauce that can be heated and served in less than a minute.
The Toppers line consists of four flavours: Mediterranean, Mild Curry, Tikka Masala and Lemon Pepper, and comes in vented microwaveable bowls complete with a plastic spork that can be tossed into a purse, gym bag or desk drawer.
Clover Leaf, in partnership with its long-time creative agency DS+P, is promoting the Toppers line via sampling events at major office towers, fitness clubs and busy transit hubs in Toronto, Calgary, Edmonton and Vancouver.
A branded food truck has also been making the rounds in those four markets. Working in conjunction with partners including Inventa, Grassroots and Zoom, the brand has handed out more than 136,000 samples and $2 coupons.
“With Toppers tasting is believing so we want as many people as we can to taste how great the product is and see how easily it can be prepared,” Mike Welling, partner, DS+P told Marketing.
“Consumers are used to eating canned tuna, but this is a new packaging format which can be heated in a microwave in just 45 seconds and served. The consumer reception to the sampling has been great.”
Clover Leaf typically targets a broad demographic, and canned seafood in general has a “very high household penetration,” Welling said. However, due to the portability and convenience of Toppers, the brand saw an opportunity to hone in on young professionals who are constantly on the go.
“This is a convenient, single serve product which very much fits the lifestyle of younger, working, health-conscious urbanites,” Welling said. “They also like good food, so they want something that is convenient, affordable and healthy.”
There’s also a digital component to the effort, which includes a 15-second pre-roll, downloadable $2 coupon, interior transit ads, and video ads in urban office tower elevators and gyms.
Media planning and buying was handled by GoodWood Media and Soshal Demand.
