Holidazzle Winter Campaign 2015
Objective: Capture consumers’ attention for Simply Artisan Reserve Cheeses, Litehouse Dressings and Dips, as well as Cheese & Herbs with holiday-themed promotions featuring easy recipe suggestions.
Campaign: The company launched a consumer-driven promotion starting in mid-November. Consumers were reached via a full page ad in all major national markets. Press releases were sent and picked up by national publications. Social and digital communications were implemented.
Consumers submitted photos of favorite holiday eats to win a $1,000 grocery card in the Holidazzle photo sweepstakes. In-store demos, a Pinterest promotion, and blogger coverage were included in the campaign. There was a public relations push via 75 foodie bloggers through iConnect, which resulted in 35 creating original recipes and 40 sharing and promoting recipes.
Results: The Holidazzle timeframe saw positive year-over-year increases for the Litehouse products included in the featured marketing materials. Produce retailers were supported with sell sheets and POS material, which provided recipes listing additional fruits and vegetables necessary for the holiday recipes. More than 128 million coupons were distributed, about 200 store demonstrations were conducted, and there were more than 40 million impressions via the iConnect Blogger Program.