Jerk Wings
challenge
Grace Foods introduced a premium frozen product, Grace Jerk Wings, authentically seasoned to reflect Caribbean flavors. Despite the product’s quality and distinctive taste, sales plateaued. The higher price point made it difficult to gain traction in the mainstream market, and the brand needed to break through consumer inertia, refresh its presence on shelves, and expand its appeal beyond its core ethnic customer base.
result
The integrated campaign drove tangible impact:
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Future purchase intent rose sharply, moving from 57% pre-campaign to 84% post-campaign, as measured by third-party survey data.
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Sales volume increased by 30%, demonstrating the campaign’s ability to convert brand engagement into purchase behavior.
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The Liberty Village Taste Challenge Activation event generated strong word-of-mouth and introduced the product to a new wave of potential consumers outside their traditional ethnic niche.