Client: NESTLÉ - TURTLES CHOCOLATE

Sector: Consumer products and brand marketing

Challenge

In fall 2004, TURTLES, one of Canada's leading packaged-chocolate brands, unveiled a new packaging innovation - the first since its inception in 1949. To complement TURTLES' marketing campaign, Nestlé selected Argyle Rowland Communications to develop a public relations program to help build awareness of the new format, ensure continued brand loyalty, and maintain TURTLES' leadership position during the crowded holiday season.

Strategy

Deliver TURTLES' new packaging message in the context of a compelling news story delivered by credible third-party spokespeople . Our research revealed that media were talking and writing extensively about how to be a good host during the holidays; we flipped this on its head and saw an opportunity to encourage stories about how to be a good guest .

Give the new packaging a starring role - Argyle developed key messages touting the benefits of the new packaging, and wove them into all aspects of the media campaign.

Tactics

To meet the campaign objectives, Argyle used a three-pronged campaign:

Broadcast media - the "good guest" tour: Argyle researched, engaged and prepared two leading Canadian etiquette experts, to discuss the dos and don'ts of being a good guest and to use TURTLES as an example in the context of that story. Through a timely and seasonal topic - "How to be the perfect guest this holiday season" - this campaign enabled us to expand and broaden the media coverage for the TURTLES brand.

Print media - mat story program: Argyle prepared three ready-to-print, holiday-themed feature stories and photos, promoting the TURTLES key messages in the context of being a good guest. The stories were distributed to daily newspapers and community papers across the country for publication.

Food media - "TURTLES' packaging innovation" campaign: Argyle distributed comprehensive media kits announcing the first major packaging innovation for TURTLES since 1949. The kits were sent to key food media in all target markets across Canada.

Results

The campaign generated a total of 44 branded stories and a reached combined audience of 6,116,262 Canadians during the peak holiday season - more than doubling the clients expectations for media coverage.   In the spring of 2005, the Canadian Public Relations Society recognized Argyle Rowland Communications with both a National and ACE award for the TURTLES media campaign.