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CASE STUDY:
OLD BAY REELING IN A SUCCESSFUL CAMPAIGN FOR OLD BAY SEAFOOD SEASONING ISSUE: OLD BAY Seasoning, once known primarily in the Chesapeake Bay area, has spread in popularity across the country through the word of mouth of its fans. To celebrate its 70th anniversary, OLD BAY hooked Coyne PR in to help increase brand awareness among new users and drive additional usage with existing consumers. Coyne PR took the bait and developed a year-long campaign that leveraged the intensity and passion of OLD BAY’s fans. IDEA: During the key seafood season, Coyne PR cast a wide net to food media to make them aware of the 70th anniversary of the brand, introducing new twists on classic summer recipes to contemporize the brand. Coyne PR got social with this seasoning by conducting a comprehensive blogger initiative, offering a chance to show off their cooking skills and also share the spice with friends through a giveaway. Facebook fans also celebrated the "Holi-Bays" with the brand through a recipe contest on the OLD BAY page. Additionally, Coyne PR hit it out of the park with an event at Camden Yards where Duff Goldman of the Food Network’s “Ace of Cakes” created a larger-than-life cake replicating the iconic OLD BAY can. IMPACT: The year-long campaign reeled in nearly 950 print, broadcast and online placements, garnering 111 million media impressions. The amazing results ranged from coverage on The Food Network’s "Ace of Cakes" to features in The Washington Post, Baltimore Sun, NYDailyNews.com, NYTimes.com, Houston Chronicle, Richmond Times Dispatch and top food blogs. |
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Food & Beverage Case Studies
