Client: Alouette Cheese USA (New Holland, PA )
Agency: Vault Communications (Plymouth Meeting, PA)
Campaign Name: The Portion Size Me Summer Tour
Duration: June 12-August 5, 2012
To help promote Alouette Portions, a portion-size line of spreadable cheese launched in April, Alouette Cheese USA sponsored 12-year-old Marshall Reid and his mother, co-authors of the book Portion Size Me, on a summer tour of 30 cities in a co-branded 1974 Airstream Sovereign Trailer.
“This program gave us a platform to raise awareness of the products and communicate their benefits -- portion sizing, healthy eating, and good taste,” says Alouette's VP of marketing Emma Hofer-Louis.
AOR Vault Communications helped plan and execute the campaign.
“We wanted to differentiate Alouette Portions from its main competitor, which is heavily into diet-related messaging, and focus on lifestyle and portion-sizing messages,” says agency VP Kate Shields. “We found Marshall through research. The book had also just launched in April, and its messages are in line with what we want to communicate about Alouette Portions. We orchestrated a tour that aligned with the destinations the family wanted to visit and our retail targets. The timing was perfect - it was kismet.”
Media and blogger relations, social media outreach, and messaging on AlouetteCheese.com, drove awareness.
The tour kicked off June 12 in Orlando, FL, and ended August 5 in Richmond, VA.
The PR team pitched local market and national media throughout the tour. The Reids conducted interviews at each stop and attended book signings and product-sampling events at food markets, bookstores, campgrounds, and YMCAs.
Top food and mom bloggers were also pitched. About a dozen bloggers hosted giveaways of the cheese and the book.
A sweepstakes on Alouette's Facebook page launched June 12. Participants had to like the page and enter their name and email address for the chance to win product coupons and books. One winner was chosen weekly at random through August 5.
A page on AlouetteCheese.com highlighted the tour map, event information, photos, and media coverage.
Hofer-Louis reports retail product placements are in line with objectives, and the company has gotten positive feedback from customers and employees.
The Reids visited 26 states.
Nearly 1,600 people entered the Facebook sweepstakes. Facebook impressions (Alouette's page only) hit 420,980, and 861 new likes were garnered.
About 40 stories ran (more than 16 million impressions) in outlets such as Good Day Orlando, Good Day Atlanta, Fox and Friends, and Los Angeles Times.
Alouette and the agency are preparing another new product launch.