Brand Awareness

Situation

A 60-year client of ours, came out with a totally new, modern package Prepared Dressing and Stuffing Mix.  This type of product has been used for generations by grandmothers, mothers, and daughters, as part of the traditional in-home Thanksgiving meal.  It has both an older and younger demographic.  It is the Number One traditional stuffing mix for the Thanksgiving holidays in the West and selected markets throughout the country.

Problem

Despite the fact that several focus panels were conducted, indicating that the package was accepted by consumers, the concern was that older consumers, who are the core users of the product, might not recognize the new, modern box.  Since this is a heavy holiday item, as opposed to a year-‘round item, the client was concerned about the effect on sales for the Thanksgiving period.

Solution

We implemented a concentrated communications program with the supermarket trade to introduce the new package and informed them of our complete promotional program to show that we were supporting it to the consumers.  For the consumers, we had a very aggressive public relations program, with cooking demonstrations and interviews about the product on TV and radio, as well as in print and on the Internet, to compliment a saturation radio advertising program, all drawing attention to the fact that this was the same product with a new look.

Benefits

Despite the bad economy, the new package was accepted by the trade and consumers.  Sales exceeded the previous season.

For more information, contact Leo Pearlstein, 323-938-3300, www.leeassociates.com.