Campaign: It's YoCrunch Time
Agency mix: Fathom Communications (creative), SPM Communi- cations (PR), The Gary Group (digital), and Twist (digital)
In-house team: Ralph Tschantz, SVP of marketing; Jeff Hunt, senior director of marketing; Barbara DeBisschop, customer relations and social media manager
In August, YoCrunch kicked off its first integrated marketing campaign to build brand visibility and engage consumers.
"It's YoCrunch Time" was created and driven by the company's lead creative firm Fathom Communications. The idea was to infuse the brand's "fun personality" into the effort, especially since YoCrunch is the only yogurt maker to include branded candy and cookie toppings, says SVP of marketing Ralph Tschantz.
"We want our consumers to feel good about celebrating the fact they can give good food that they know will be eaten to their families," he explains.
Tschantz adds that YoCrunch's target audience of "mean-well moms" is using social media platforms more than ever, which is why the company decided to delve deeper into digital channels.
Building off that, Fathom collaborated with agencies including SPM Communications, YoCrunch's PR AOR since May, The Gary Group for digital media production, and Twist for digital development and coding.
SPM has played a big role in YoCrunch's social media outreach, specifically with its work at August's BlogHer conference, where the company handed out nearly 900 samples and interacted with more than 500 bloggers.
"We wanted to capitalize on those face-to-face opportunities to get in front of these influential bloggers and allow them to really experience the product," says Rebecca Wilkins, director at SPM Communications.
SPM helped launch the brand's newest Greek Parfait line at BlogHer and developed an online newsroom to increase brand awareness on Twitter and Facebook. The social media resource includes trivia and multimedia features that allow bloggers to share the YoCrunch experience with followers. SPM also handled traditional media outreach.
Fathom worked closely with SPM on execution at the event, says Ashley Renken, account supervisor at Fathom.
"Our goal has been to bring awareness to YoCrunch's full line of products and to engage brand ambassadors and influential bloggers," Wilkins says. "It's really been a team effort."