Frozen yogurt chain breaks into competitive NYC market

Orange Leaf Frozen Yogurt, which has nearly 300 US locations, hired KCSA Strategic Communications to help promote its first two New York City store openings.

Client: Orange Leaf Yogurt (Oklahoma City, OK)
Agency: KCSA Strategic Communications (New York)
Campaign: Orange Leaf Yogurt's Upper East Side Grand Opening
Duration: March 1 to May 17, 2013
Budget: $18,000 to $20,000

Orange Leaf Frozen Yogurt, which has nearly 300 US locations, hired KCSA Strategic Communications to help promote its first two New York City store openings  ?   one in Murray Hill last January, and the second on the Upper East Side (UES) on May 9.

"Frozen yogurt is a competitive industry, and when you [enter a] market where other brands are present you need to go full force to make sure you're seen," says Orange Leaf's PR manager Meredith Lynn. "Once people try our yogurt they're hooked  ?  we just needed to get people in the store."

Street teams raised awareness ahead of the grand opening. Blogger relations and social media outreach also drove awareness.

"The UES neighborhood has a very family-oriented population and there are a lot of private schools around the store," explains agency managing partner Jeffrey Goldberger. "We wanted to reach kids coming home from school and parents coming home from work [so] we mapped out nearby schools and public transportation locations and concentrated street teams there since we knew there would be great foot traffic."

Franchise owners are encouraged to support local communities, and Lynn says the Murray Hill store owner had a connection with local nonprofit Cookies for Kids' Cancer. A partnership that was established for that store's grand opening continued for the UES opening.

The street team handed out flyers May 7, 8, and 9.

Yogurt was given away from 3:00 pm to 6:00 pm on May 9. A face painter / balloon artist was on-hand to help attract families with young children.

All proceeds from sales between 6:00 pm and 9:00 pm on May 9 benefited Cookies for Kids' Cancer, which promoted the opening to its email subscribers and on its social media channels.

Local parenting and food bloggers were pitched and invited to attend. Select bloggers got $10 gift cards as incentives.

The agency posted event photos and calls to action to visit the new store on Orange Leaf's New York City-specific Facebook, Twitter, and Instagram accounts.

May 9 sales exceeded expectations by 108.7%. Lynn reports a line extended around the block to get into the store.

About $2,500 worth of yogurt and toppings were given away. About $800 was donated to Cookies for Kids' Cancer.

"Generally speaking, we consider $3,000 to $5,000 sold from 11:00 am to 11:00 pm a great day for a grand opening," Lynn says. "That we gave away $2,500 in a couple of hours was pretty significant."

Social media metrics were not available.

More than 10,000 flyers were passed out.

Six earned placements ran in blogs such as 89th and Broke.

Additional New York City openings are slated for the rest of this year. Lynn says the company hasn't determined if KSCA will work on future openings.

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