Objective
To create a turnkey low-risk platform for all Freschetta products.
Build an annuity property to convey and reinforce the brand with a creative promotional program.
Brief
Established brand equity reaching their core audience with a special one-off regional concert event and national sweepstakes overlay. A fully integrated package with point of purchase displays and promotion on 5+ million packages in national marketplace driving consumers to custom event website.
Our Role
Created the “Freschetta On the Rocks Festival”… an interactive event with a series of “sensory experiences” at Red Rocks Amphitheatre, CO.
Negotiated/booked Sheryl Crow to headline, managed
“Freschetta Village” of cooking demonstrations with brand products and designed and placed all festival advertising across radio, print, Internet (plus design for POP and on-pack).
Utilized Mondavi partnership to co-brand POP regionally in 200 liquor stores.
Results
Freschetta recognized an unprecedented 70% increase in product sales regionally with renewed sales and retail excitement.
Packaging: 12,400,000 impressions (based on avg. HH size of 2.48).
Exposure on packaging resulted in a $80,600 media value.
POP: 40,297,625 impressions (based on 12,500 stores and 3,224 frozen food shoppers per store/week).
In-store POP resulted in a $120,893 media value.
Radio: 1,859,613 local market impressions.
Newspaper: 219,198 local market impressions -Total Impressions – 2,078,811.
