Wholly Guacamole drives nutritional messaging

Texas-based Wholly Guacamole took its 255-foot "GuacMobile" on a "Check Your Choice" tour in September to increase brand awareness and drive wellness and nutrition messaging in elementary schools.

Client: Wholly Guacamole (Saginaw, TX)
Agency: PAN Communications (Boston)
Campaign: Check Your Choice
Duration: September 14 - 25, 2011
Budget: $40,000

Texas-based Wholly Guacamole took its 255-foot “GuacMobile” on a “Check Your Choice” tour in September to increase brand awareness and drive wellness and nutrition messaging in elementary schools and among the general public, primarily in key East Coast markets.

Tracey Altman, VP of marketing at Fresherized Foods, Wholly Guacamole's parent, wanted to leverage existing assets – the GuacMobile (typically used for retailer and event visits); relationships developed during sponsorship of The Biggest Loser; and National Guacamole Day (September 16). PAN Communications was hired to help devise and execute the campaign.

“We concentrated on the upper Northeastern coast, where there's high demand in the [dip] category, but low brand awareness,” Altman notes.

Strategy
The tour stopped at six public elementary schools, a Boys & Girls Club, and two public events.

“We wanted to spread the message of healthy food options to kids…and provide them tips and activities to make better choices,” Altman explains.

The Biggest Loser finalist Austin Andrews traveled with the tour. Agency VP of consumer engagement Jane Carpenter says Andrews experienced weight gain as a child and relates well to children.

A tour blog, social media outreach, and media relations drove messaging. Leveraging existing relationships with numerous bloggers and distributing coupons provided by healthy food brand partners, including Nature Sweet Tomatoes, broadened reach.

Tactics
The tour launched September 15 in New York with a stop at a Harlem school and a briefing at Health magazine. Altman appeared on Fox & Friends the following day.

Food and general consumer media were targeted throughout. Altman did national interviews and Andrews talked to local market outlets.

During stops, Andrews delivered a presentation about healthy food choices and performed a “Check Your Choice” song, which he composed. Product samples, recipes, and coupons were distributed.

Posts, videos, and photos were uploaded daily to the tour blog.

A landing page on eatwholly.com linked to the blog, Facebook, and Twitter. A QR code linked to the landing page.

A Facebook tab outlined the tour and linked to the blog. The hashtag #CheckYourChoice was used for Twitter promotion.

Food, entertainment, and mommy bloggers were invited to stops at a Baltimore farmer's market and “Family Fun Day” in Atlanta's Centennial Park.

Results
The tour directly reached about 5,600 people.

Altman reports 12,455 website visitors between September 14 and 25, up from 7,800 during the same time in 2010.

The Fox & Friends segment drove 8,000 website visits within two hours. Seventeen stories total ran.

September Facebook results include more than 19,000 likes and 1,348 campaign-specific posts. The blog got 2,467 views.

Future
Wholly Guacamole will continue working with PAN.

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