MAKE GARBURATORS GREAT__
Food waste disposers aren’t typically top‑of‑mind when picturing your dream kitchen (or any kitchen really). InSinkErator came to us with the need to increase brand awareness for its Garburator product while addressing multiple misconceptions and an abundance of common consumer questions – like what is it, how does it work and why the heck would anyone want one?
WAKE UP AND SMELL THE YUCK__
In order to drive brand awareness, consumers had to understand how the product could positively impact their lives and the environment. As we explored these benefits, we discovered one clear advantage Garburators have over green bins and other traditional methods of garbage disposal – no gross food waste. We dubbed this leaky, smelly, slimy substance the “Yuck Factor”.
NO MAN’S TRASH__
We executed a 360-campaign designed to increase awareness, bust myths and drive sales – and it worked. InSinkErator Garberators® went from being unnoticed to something worth talking about. Sales surged as the campaign expanded from Kitchener-Waterloo to Calgary, where InSinkErator recorded the highest POS sales on record to date, then on to Vancouver. In Calgary, Lowe’s stores saw a whopping 130% increase – nothing rotten about those numbers ;).