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CASE STUDY:
RITZ | A FUN-OMENAL JOB FOR RITZ ISSUE: Ritz crackers looked to Coyne PR to liven up its new “Open for Fun” integrated marketing campaign. IDEA: Coyne PR developed an exclusive story for New York Times writer Stuart Elliott, detailing the campaign launch which was timed for New Year’s Eve. Coyne PR extended the “Open for Fun” story by developing the Ritz Cracker Fun-alysis, a survey of America’s views on all things fun. The survey revealed that fun is actually “fun”damental to our lives, and impacts our relationships, our jobs, and where we live. By focusing questions on politics, workplace, and relationships, Coyne PR could elevate the Ritz “Open for Fun” campaign beyond the food pages where Ritz normally resides. Aggressive media relations by Coyne PR was supplemented by a Radio News Release and radio trade for mentions in key markets. Additionally, Coyne PR incorporated the “Open for Fun” messaging into outreach for the Ritz “Race to Win a Ride” sweepstakes. Coyne reached out to NASCAR and sweepstakes-focused web sites and blogs, as well as grocery, promotional and sports trade publications. IMPACT: The launch of the campaign broke in the New York Times, followed by coverage of the survey in the Associated Press, US News & World Report, American Baby, BusinessWeek.com, CareerBuilder.com, as well as several top newspapers. The outreach generated approximately 560 print, broadcast and online placements garnering more than 114 million impressions, with a CPM of $2.17. |
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Food & Beverage Case Studies
