Seneca

Objectives:

Build awareness and drive trial of Oatmeal & Fruit with women, who make 92% of all food and beverage purchase decisions. Key to this strategy was the creation of the first “Children’s Nutrition Survey” with Harris Interactive, which indicated that nearly 70% of US households were skipping breakfast due to lack of time. Survey insights were added throughout messaging.

• Developed a marketing strategy to use PR and social media tactics as the most cost-effective means to amplify reach and output to the target audience both broadcast/print/radio and online.
• Created blog to consolidate recipes and news updates.
• Utilized multiple social media platforms to build communities and relationships, educate consumers and drive product usage.
• Engaged blogger community through sampling, allowing them to preview the product on their blogs and promote the product through contests and sweepstakes.
• Conducted a product review with 20 editors at the Meredith publications.
• Worked with a national registered dietitian to provide media expert credibility and to act as a product spokesperson, providing content and appearing on national and regional morning shows.