The Challenge
LouAna Peanut Oil, a brand of Ventura Foods, faced stagnant sales. With Walmart and other grocery chains needing fresh momentum, Ventura Foods tasked Brian Pia with revitalizing the brand’s appeal.
The Work
Traditionally, the peak season for peanut oil sales was limited to the three weeks leading up to Thanksgiving, driven by the Southern tradition of deep-fried turkey.
However, Brian saw an opportunity to expand its relevance. He reframed turkey frying as a perfect pairing with college and NFL football. The marketing message: “Why not cook and enjoy a fried turkey while watching the big game?” This approach could also extend the sales window to 20 weeks and expand turkey frying into sports-loving cities across the U.S.
To bring the campaign to life, Brian’s team enlisted Cajun chef and avid football fan Pat Mould, taking him on a national tour to cities with strong college or NFL followings. They secured coverage from local media, especially morning TV shows, timed to coincide with major football matchups. The campaign even earned spots on Fox & Friends and NBC’s Today, where Mould demonstrated how to fry a turkey.
The Results
The campaign generated thousands of media placements, creating excitement around LouAna Peanut Oil.
The sales season tripled in length, and the brand expanded its geographic reach beyond its Southern roots, ultimately achieving a substantial boost in sales.
This effort not only reinforced the link between food, family, and sports but also showcased how a strategic reimagining of a product’s use case could drive long-term growth.
