Did you ever have a friend recommend a restaurant, a Doctor, or even a blind date? You most likely took their advice. Why? Because you trusted them. So how do you put this friend to friend relationship to work on a bigger scale?

That was the question we had when putting together a comprehensive program for the Dairy Farmers of Idaho. Their goal was simple: Sell more cheese! The program included a Microsite with a sweepstakes, recipes and a valuable coupon.

To drive the campaign and sales of cheese we utilized the ultimate word of mouth – morning  drive on-air personalities at highly rated radio stations in key target markets. We then briefed them on the program, including goals and highlights of the campaign which was called ”Beyond the Cracker.”

The program took to the air  and every morning listeners throughout Florida were greeted by their favorite morning radio personalities giving them facts about the Microsite, invitations to download a coupon or join a sweepstakes, and personal stories and recipes featuring cheese.

There was a personality in Tampa who came from Milwaukee and got married in a cheese head… a gal in Miami whose blind date was highlighted by a Brie… and a West Palm Beach DJ who could not get enough of  her favorite grilled cheese and tomato sandwich!

Each day listeners would hear a new announcement and get hungrier and hungrier for CHEESE!!

To round out the program, we utilized various on-line components including Facebook. We are just on the tail end of this campaign, but “stay tuned” for some great results!