The goal was to launch a ready-to-serve organic soup to active, affluent consumers in several markets in the U.S. It was important to the brand communication that the creative message “live” in an environment that was appropriate to the consumer mindset, identified by the client as “live pure”. With a limited budget, the media also needed to include as many elements as possible to create impact. The most environmentally appropriate media was selected to deliver the “live pure” target. Live Pure Media…appropriate to the brand, the target and the market in which he or she lives. Live Pure MediaThe media plan was designed based on a day in the life of our Live Pure consumer. Print:Vertical, national print (health and epicurean categories) was selected to create a base of support to our core consumer. Since budget was an issue, we utilized the company’s commitment to not-for-profit to negotiate highly discounted rates. Special creative was designed for this effort (SOS - Share Our Strength).

Spot Radio: Radio was utilized in key markets to drive traffic to retail. It also provided trade support with supermarket tagging.Outdoor: OOH was selected geographically, based on target audience (where they live and work) and proximity to distribution (supermarkets)Spot Television:Television provided the broadest reach to deliver the marketCommercial units ran within programming that was selected based on appropriateness to the brand, the consumer mindset and the market where they live.Environmentally Appropriate:“Martha Stewart Living” programHealth Segment on “Saturday Today”Market Appropriate (New York):World Series Sponsorship in NY (NY Yankees vs. Arizona Diamondbacks)I Love NY Campaign on CBSEnvironmentally and Market Appropriate:Sponsorship of the NY MarathonWhere possible, sponsorships were leveraged for added impact with billboards, product mentions, website hotlinks and on-the-ground sampling opportunities.Live Pure Media - ResultsAs a result of the media/marketing support in Walnut Acres’ most important market, the brand is now the #1 Organic RTE soup in New York! The velocity (repeat purchase) during the campaign was highest out of all of the competitors… the only dip in the market occurred in late November due to out-of-stocks. The media communication was consistent throughout the period, so sales continued as soon as the shelves were restocked. This was the media team’s idea! The media team worked closely with creative and promotional agencies to ensure that all of the pieces translated into one branding experience built to impact our consumer. We recommended a media mix in order to launch a brand. Not because more is better, but because more is necessary:Push to PullThe media landscape has grown significantly. As a result, consumers have changed the way they consume media. The model has changed from a few broad-reaching media suppliers “pushing” select properties, to individuals “pulling” what, how, where and when they consume media.Anytime/Anywhere AccessAs the opportunities grow more varied and diverse, it is important to be able to incorporate a brand’s communication in a broader combination of touch points in order to impact the consumer in an effective way.Media NeutralBased on this premise, we followed a media neutral strategy, utilizing a media mix in order to launch a brand. We took advantage of the power of the landscape to achieve greater brand awareness through a selective use of mixed media. “Selective” was key in that we needed to make sure that every opportunity was appropriate to a health-minded, potentially organic consumer. Special events and sponsorships were utilized as part of the media mix to completely envelope consumers in our launch markets and grow the brand with as many legs as possible.

This was the media team’s idea! The media team worked closely with creative and promotional agencies to ensure that all of the pieces translated into one branding experience built to impact our consumer.