We turned up the volume on our consumer’s passion for Truvia® brand, creating a platform which allowed them to nominate local restaurants to carry Truvia® sweetener and win great prizes along the way.

1. Local Radio DJ’s served as the trusting voice to educate listeners about Truvia® sweetener and drive listeners to a market-specific Truvia® branded website and Facebook application for fans to nominate local establishments to “Turn Truvia®.” The more fans shared the promotion with friends, the more opportunities they had to win a cash prize. And, a coupon was provided to spur trial.

2. When particular establishments received multiple nominations, we distributed “welcome kits”, comprising product, merchandise and an order form.

3. Promotion spanned across CBS radio stations and local websites. CBS TV and OOH boards spotlighted neighborhood restaurants that carried Truvia® sweetener.

4. Consumers sampled Truvia® sweetened treats at local bakeries and at sponsored events.

Our media partnership successfully awoke the sweetness among establishments, creating new channels of product distribution.

1. On average, in markets which the program ran, Truvia® products sold 3% more than the national trend given heavy competitor launches in market.

2. Increased local product distribution, placing Truvia® sweetener at dining establishments: Hilton Seattle, Trattoria Dell’Arte in NYC, Fogo De Chao in Atlanta

3. This program generated 13 times more food service leads for Truvia sales team than in previous months.

4. Three months in, Truvia® brand garnered 43,000+ nominations, boosted its Facebook fan base 25%. The campaign drove 850 Facebook shares and 8,000 Twitter shares.