Red Bird Candy
Red Bird Candy, a renowned maker of handcrafted, old-fashioned peppermint puffs, partnered with WG to drive consumer awareness, boost direct-to-consumer (DTC) sales, and regain traction with national retailers through a revitalized marketing strategy.
The Challenge:
After more than two years of dormant marketing efforts, Red Bird Candies needed to reestablish itself as the number one choice for soft puff candies. The brand required a revitalized marketing strategy to drive consumer awareness, increase direct-to-consumer (DTC) sales, and regain traction with national retailers.
The Solution:
Wilks Group provided fractional marketing leadership and conducted in-depth market research to guide strategic decision-making. A new brand architecture was developed to refine Red Bird’s positioning and ensure consistency across marketing efforts.
To strengthen sales, Wilks Group created a continuity selling strategy and an updated sales presentation tailored for national retailers. Social media activation played a crucial role in re-engaging consumers, driving awareness, and directing traffic to the online store.
The Impact:
In just four months, Red Bird Candy saw a 26% increase in online store sales, with social media-driven website traffic surging by 3,300%. The brand also received positive feedback from national retailers, reinforcing its renewed market presence. Additionally, the campaign generated the most engaged social media post in the brand’s history, further amplifying consumer connection and brand visibility.
