| |
Client: Sunrich Valley, mu organics
Sector: Consumer products and brand marketing |
| |
| Challenge |
| As part of its overall goal to achieve mass market
grocery distribution and mainstream consumer sales for the new organic
dairy line, mu organics, Sunrich Valley challenged Argyle Rowland Communications
to develop a launch program for the new brand that would gain consumer
attention, and help drive demand for the product in the mainstream market. |
| |
| Strategy |
| “Throw out your Birkenstocks and forget everything
you ever knew about organic foods!”
Argyle Rowland Communications created a media launch event that would
challenge the traditional notion of what organic foods are supposed to
be – thereby positioning the product for entry into the mainstream
market. Our goal was to differentiate the new brand from the rest of
the market by positioning it as the future of organic foods in Canada. |
| |
| Tactics |
| To officially launch the brand, Argyle managed and hosted
an organic breakfast and media briefing to preview mu - the new line of
certified organic dairy products for the mainstream market.
We worked closely with our client to develop a media program and marketing
materials that leveraged the fun, fresh and irreverent personality of
the brand.
We positioned the event as an industry happening: in addition to our
corporate speaker, special guests included trusted leaders in the organics
industry.
The event was followed up with aggressive media outreach to secure product
review articles in target publications. |
| |
| Results |
| The launch breakfast attracted journalists from a wide
range of media outlets: consumer to business to trade media, along with
important consumer food influencers and trade guests.
Media coverage appeared in the National Post, Toronto Sun, Toronto Star,
Canadian Press, consumer magazines such as Homemakers’, the grocery
and agricultural trade media, and the marketing press and business media. |
|
|
|
|
