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Client: Soyaworld, So Good recipe contest
Sector: Consumer products and brand marketing |
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| Challenge |
| So Good soymilk is Canada’s best selling soymilk
brand – leading a category that has experienced more than 600 percent
growth over the past five years. Late in 2002, Argyle Rowland Communications
was charged to develop a public relations campaign to help sustain brand
equity with core consumers and motivate product trial during a traditionally
quiet marketing period for the brand. |
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| Strategy |
| Argyle executed an interactive consumer recipe contest,
with the theme “what makes you feel So Good,” that focused
on promoting the taste and use of the product through the news media, the
web, and direct to consumer programs. |
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| Tactics |
| Argyle launched the recipe contest, inviting consumers
to share their favourite comfort food recipe, with a story of why it makes
them feel So Good for a chance to win a nutrition makeover of their recipe,
and day at the spa.
A celebrity judge selected and “made-over” two winning comfort
food recipes, using So Good and other heart healthy ingredients.
Argyle then managed a media tour using a team of third part spokespeople
to promote the winning recipes and illustrate healthy ways to increase
the nutrition factor of favourite comfort food recipes. |
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| Results |
| The So Good recipe contest campaign generated more than
100 entries and two high-quality winning recipes, increased traffic to
the So Good web site by more than 60 per cent, reached a wide consumer
audience with more than 3 million media impressions, and helped contribute
to an increase in sales volume for the brand over the same period, one
year earlier. The So Good recipe contest was awarded a 2003 Canadian Public
Relations Society ACE Award silver medal for excellence in communications
for general consumer product brand development. |
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