Company: Roman Meal
Campaign: Summer Sandwich
PR team: Publicis Consultants PR, a division of MS&LGroup
Launch: July 2010
Budget: $100,000, including a small online ad buy
Objective: Bread brand Roman Meal hopes its summer sandwich campaign will boost awareness among its Boomer target and reinforce its positioning as a convenient, healthy product, noted VP of marketing Luis Pedroza. Vicki Nesper, VP at Publicis Consultants PR, the brand's AOR, added that the effort reaffirms an ongoing campaign message about “anti-aging,” tied to the health benefits of whole grains.
“A lot of people became familiar with the brand 20 years ago, when taste and nutrition were mutually exclusive,” said Pedroza. “Now consumers expect things that taste good and are healthy. We have the option to reinforce that.”
Idea: The Publicis Culinary & Nutrition Center helped develop six sandwich recipes with healthy ingredients and “trendy, global flavors.” The team is promoting the sandwiches via online, interactive channels to boost traffic to its website and social media participation among Boomers.
According to company research, Boomers are particularly responsive to online brand gaming and interactivity, as 50% are participating in social media, said Pedroza, who added, “Facebook allows our users to engage with the brand.”
Tools: In mid-July, via a widget on its website and Facebook page, consumers will be able to send “recipe gifts” on Facebook, enter a sweepstakes, and take a quiz to determine which sandwich best fits their personality.
“Boomers respond to online sweepstakes and games, so online gifting is a popular application,” noted Nesper.
Additionally, dietitian, author, and Roman Meal spokesperson Elizabeth Somer will host two videos that feature three of the recipes and their health benefits. Additional tactics include posting information on romanmeal.com,
e-blasts, and media outreach to food and nutrition bloggers.
Measurement: Web traffic, social media followers, and sales will indicate the campaign's success, said Pedroza.