BackgroundKrusteaz is a national pancake mix manufacturer with a strong presence in the Pacific Northwest, and distribution in all major grocery retailers across the US. It is a highly competitive and price driven category.ChallengeThe pancake category is heavily price driven and dominated by Aunt Jemima who has 45% market share and high levels of awareness. Krusteaz wanted to connect on a deeper level with consumers and make Krusteaz a part of their dining rituals.  Increase HHP from 15.3% to 19% in 18 monthsBring in over 4.2 million new households to the brandIncrease loyalty and  drive repeat purchase for newly acquired customersImprove awareness in southern and eastern marketsInsightWe interviewed consumers in mutiple DMAs across the country to better understand how and why concumers buy pancakes. We identified key behavioral audiences based on “tradition keeping” attributes while looking for a younger audience who was focused on building new traditions. Our key insight was that consumers are on auto pilot when buying pancakes. Once a brand is in their tradition, it is the brand they purchase for YEARS. SolutionWe developed a video focused national campaign that asks consumers to “flip” their thinking about their traditions and the panckaes that go with them.Digital video and content partnerships were used to build a strong family narrative that focused on how families can come together over pancakes. Paid social media and influencer alignments helpld to reinforce the message across multiple platforms that Krusteaz was a brand you could trust and one that values consumer traditions as much as you do! ResultsAfter the first month, Krusteaz growth deviated from the category and is now outpacing it by over 38 percentage points. Growth in individual markets is averaging +40% YoY. The campaign has added over 800K new buyers in the span of 4 months and our Household Penetration goal of 19% was reached over nine months earlier than forecast!