CASTLE WOOD RESERVE®

Elevating the everyday.

Strategy

Campaign

Experiential

Digital

INSIGHT
In the deli meat category, convenience and price are the main drivers; Castle Wood Reserve needed to combat parity between brands and stand out.

IDEA
Re-imagine what deli excellence can be. Refresh the brand with fine-tuned positioning around “elevate your everyday” … inspiring consumers to choose the more exceptional lunchmeat. Our campaign encouraged consumers to be creative — from protein-packed snacks to crave-worthy sandwiches to next-level charcuterie boards — making it clear that Castle Wood Reserve made more moments to savor.

RESULTS
Significant boost in brand metrics and sales.

Our campaign made mouths water, encouraging our audience to try new things and taste the difference. Inspired wraps, roll-ups, boards and more showed the delicious non-sandwich ways to incorporate high-quality Castle Wood Reserve into more meals and more moments.

21.8MM+

Meta impressions*

+4.6MM

YouTube impressions*

7%–12%

Ad recall lift*

*CWR PAID STATS - FY24 Q1

We made the difference clear: made from whole cuts of meat, with no nitrates or nitrites, and zero artificial colors or flavors, Castle Wood Reserve deli meats are naturally nutritious. We shared Castle Wood Reserve’s art of the craft and inspired consumers to craft their own elevated classics.