When Breyers decided that it was adding a line of toppings to its popular portfolio of ice cream products, they turned to EMA to create some noise in the industry to get the attention of key influencers and consumers.
Case Study Details
Since there had been little recent innovation in the ice cream toppings category, Breyers wanted the launch of eight new toppings to really stand out. EMA developed a distinctive “Sundae” mailer, complete with product samples, to introduce the products to bloggers and national media. An aggressive social media program, highlighted by an “Are you a Savvy Sundae Mom” promotion, together with press outreach yielded coverage in high-profile blogs such as Mom Trends and Celebrations at Home and The Rachael Ray Show.
Rick Lyke, APR Consumer PR
- (704) 916-6152
- rlyke at mower dot com