PULMUONE FOODS USA – MONTEREY GOURMET FOODS
Launching a New Brand
Project Background
- First time refrigerated pasta & sauce food advertiser
Project Challenge
- Compete with well-known brands such as Buitoni to convince potential customers that MGF has better quality ingredients and is worth a higher price point
INSIGHT
- Busy moms are looking for healthy and quick weeknight meals that their whole family will love and actually eat
STRATEGY
- Focused on the “Cornerstones of Mom’s Life” – Family, Home, and Self – to select environmentally appropriate media vehicles, and partnered with well-known food bloggers to have them create new recipes and giveaway gift cards to readers who commented on their posts
PROJECT RESULTS
- In addition to far surpassing awareness and engagement goals, one online coupon promotion was so successful that the product was sold-out at one major chain, and our blogger program spilled over into social media as readers went to Facebook, Twitter, and Pinterest to share the bloggers’ recipes. Client was able to parlay the results of the campaign to gain better retail distribution
