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NEW YORK -- Lance snack brand is celebrating its 100th anniversary and kicking off its second century in business by launching a redesigned logo and packaging, new products and a consumer marketing push driven by social and digital platforms, according to a Marketing Daily report.
From March 11 to June 18, or exactly 100 days, consumers can register at www.happy100lance.com and participate in daily text- and photo-based challenges, such as posting pictures of their family enjoying Lance snacks.
Prizes include daily instant-win prizes, such as $25 Visa gift cards and Six Flags tickets; weekly prizes, such as $500 Visa or retailer gift cards and a Six Flags adventure package; as well as a grand prize of $100,000. Consumers can participate via social media and blogs, and can view all entries and prizes awarded to date online.
Lance's new overall marketing strategy forgoes traditional media in favor of the greater targeting and brand-advocacy-building capabilities digital provides, according to Tom Ingram, senior brand director at parent company Snyder's-Lance Inc. and Sloane Kelley, interactive strategy director at BFG, Lance’s creative agency. The company is focusing on leveraging digital and social media to engage mothers with fun activities to share with their children. To that end, Lance's website and Facebook, Twitter and Pinterest pages have all been relaunched to reflect the new strategy.