What’s in a plate? Hopefully strength and durability, if you’re the one piling it high. Eric Mower and Associates and Dixie recently unveiled a marketing communications campaign for new Dixie Ultra®, the strongest paper plate on the market. The Dixie Ultra® paper plates hit store shelves last month, ready to handle heavy, messy meals better than ever before. The new EMA-designed campaign includes a mix of television, print, online, FSIs, in-store shelf talkers and coupons that focus on the product’s strength. TV spots rolled out nationally on primetime in May.
“Today’s consumers demand strong, reliable products they can count on for their families, and the Dixie Ultra® plate provides that durability,” explained Fernando Gonzalez, vice president and general manager – tabletop category for Dixie. “Consumers are very clear about what is important to them in a paper plate, and Dixie and EMA have used these insights to creatively communicate the benefits of the new Dixie Ultra®.”
Dixie modified its patented rim construction to make the entire plate 40 percent stronger. The campaign is designed to show consumers just how durable it is in a fun and engaging way.
“The beauty of the creative behind this campaign is that consumers can relate to it,” said Tom Armentrout, senior partner at Eric Mower and Associates. “I think just about everyone has filled up a paper plate at one time or another crossing their fingers it would hold up. Playing into that consumer insight, we developed creative that speaks directly to the strength of the Dixie Ultra® paper plate.”
“We feel this new campaign will really resonate with consumers… and we hope they decide to test the durability of Dixie Ultra® for themselves,” Armentrout added.