Our first step was to develop a theme that we could rally around. “Beyond The Cracker” shared a clear message of our goal – enjoy cheese beyond just putting it on a cracker. Daniels and Roberts developed a logo and Microsite for the campaign that highlighted an “enter to win sweepstakes”, where a consumer could win a dream prize: a $5,000 appliance package of their choice.
The consumer could also download a $1 off coupon good for any brand of domestic cheese, and any of several great recipes that highlighted cheese. To drive the campaign and sales of cheese, we utilized the ultimate word of mouth: morning drive, on-air personalities at highly rated, women targeted radio stations in key markets.
As the program took to the air, every morning consumers 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.
To round out the program, we utilized various on-line components including Facebook, Search Engine Marketing and banner ads targeted to women! Downloads of $1 off coupons increased 30% over the previous month. The program just ended so “stay tuned” for more!