Objective: Old London Foods is aligning its cracker brands, such as Melba, with healthy lifestyle choices in a new campaign that its director of marketing calls the company's largest marketing effort for the year. The “A Toast For Everyday Health” campaign aims to increase awareness of the whole-grain ingredients in many of its products, said Chris Gunsch, director of marketing for Old London Foods. The company also hopes to pull in a younger demographic of women.
Idea: Old London is working with AOR Hill & Knowlton for the effort. “It's about ‘toasting' basic health every day,” said Maruta Bergmanis, VP and deputy director of consumer marketing at H&K. She also noted that the company decided to time the push with March because it's when many “have gotten off of their weight loss” resolutions. The firm's design shop, PKid, created a Web site, toastforeverydayhealth.com, which incorporates viral exercise videos, recipes with Old London products, and lifestyle tips. It also includes a forum where consumers can share their own tips.
Tools: Spokespeople will help underscore messaging, Gunsch added. For example, TV personality Samantha Harris (pictured) took part in an SMT, and fitness guru Andrea Metcalf will make an appearance at the More magazine marathon in April. The effort, ending May 31, also includes a new Facebook page and is supported with a sweepstakes.
Measurement: Web site and Facebook traffic, media placements, and sweepstakes submissions will enable the company to “measure our sales lift through ACNielsen data and track our demo,” Gunsch said.
Company: Old London Foods, division of Nonni's Food Co.
Campaign: A Toast For Everyday Health
PR Team: Hill & Knowlton
Launch: March 5