Client: Turkey Hill Dairy (Lancaster, PA)
Agency: Pavone (Harrisburg, PA)
Campaign: The Turkey Hill Experience
Duration: January-June 2011
Turkey Hill president Quintin Frey wanted the ice-cream producer to connect with consumers and give back to the community in which his great-grandfather's company started in 1931.
The company sought to create an interactive destination, the Turkey Hill Experience, that honors its history, which dates back to the Great Depression, when founder Armor Frey began selling bottled milk to neighbors from his sedan.
Lancaster, PA-based Turkey Hill worked with multimedia company Boston Productions on the Turkey Hill Experience, a 26,000-square-foot attraction in Columbia, PA. Pavone compiled an extensive online press kit.
"It's not just a tour," explains Kristen Jenkins, Pavone's senior PR strategist. "It's a hands-on digital experience." Participants can digitally create their own ice cream batch, film a commercial and post it to Facebook, milk a mechanical cow, and try flavors only available on location.
Pavone targeted consumer, food, and travel contacts and hosted three private openings. The firm utilized Turkey Hill's Twitter feed, Facebook page, and its blog to promote the experience, including hosting a Tweetup party in October giving free samples to Turkey Hill's Twitter followers who attended.
The Turkey Hill Experience was featured in numerous local and major East Coast news outlets, including Yahoo, The Washington Times, and The Baltimore Sun. PR efforts have generated more than $1.7 million in earned media and 78 million-plus impressions. More than 9,700 people visited during the first month.
Turkey Hill uses the Experience to test new flavors, including the limited-edition Whoopie Pie. The company is considering using some of the flavors tourists created during their visit.
"We want people to remain interested in the Turkey Hill Experience long after they leave," explains Jenkins.