From Nature. For Sweetness
Creature (advertising); RF|Binder (PR); Universal McCann (media buying); Periscope (digital); Mars USA (shopper marketing)
Zanna McFerson, VP and business director, Truvia enterprise; Mark Brooks, global director of Truvia's consumer products division
$700,000 to $800,000
Truvia, the natural zero-calorie sweetener - which is developed and sold by Cargill - kicked off a campaign at the end of September promoting the brand's natural source of sweetness, the stevia plant.
The From Nature. For Sweetness initiative, which was created by advertising agency Creature, engages consumers through a mix of print, online, broadcast, and radio ads, as well as PR events, blogger and media outreach, and social media efforts.
Truvia has been used by 6 million US households since its debut in 2008, says Mark Brooks, global consumer products director for Truvia.
The brand is focusing on reaching more consumers in the "naturally splendid" demographic. "They are looking for that balance," explains Brooks.
"They want something that is not artificial, but also does not have some of the concerns of added sugars, whether that is weight, diabetes, or preference."
To target current and new consumers, Truvia's PR partner since 2007, RF|Binder, is showcasing the plant and its taste through experiential marketing.
"What we do is get that first taste moment," explains exe- cutive MD Atalanta Rafferty.
"Once you bite into a stevia leaf, you taste the sweetness, so there's that eye-opening moment when you taste it," she adds.
The firm encouraged consumers, food and nutrition bloggers, and traditional media to taste the leaf in key markets, such as New York, Boston, Chicago, Atlanta, and Seattle.
RF|Binder kicked off a blogger ambassador program in October to see how food and lifestyle bloggers use the product and to increase Truvia's fanbase on Twitter and Facebook.
The objective is not only to improve brand awareness and sales, but to also teach consumers about new ways to use Truvia. In 2013, the agency will incorporate the brand into spring-related food products.
"For our product, it is really important not to layer com- plexity," says Brooks.
"You want to create transpar-ency and we have really struck a chord this time."