THE HEALTHY LIFESTYLE AGENCY
FOOD
& NUTRITION
KAMUT BRAND WHEAT ®
CHALLENGE:
While there is growing interest in whole grains for health benefits, to get Kamut® mentioned in the Ancient Grains dialog while explaining the trademark and its benefits to manufacturers and consumers was our focus.
HOW:
We positioned charismatic company Founder, Bob Quinn, as a “Farming Futurist ” to speak to trends in organic food, sustainable farming and GMO issues. By focusing on Kamut® recipes for professionals, chefs and consumers we created tremendous online and traditional media coverage. A key component of the Kamut® PR campaign has been to introduce the brand to influencers—including registered dietitians, cookbook authors and a variety of celebrity chefs, such as Rocco DiSpirito. Education has also been an important part of the campaign. We teamed up with Cricket Azima of The Creative Kitchen and Whole Foods for Kids Cooking Camps in New York City as well as media cooking events. Most recently, published research studies are supporting the heart health benefits and antioxidant properties of Kamut® Wheat.
RESULTS:
Global sales have been increasing each year. Kamut® Wheat appears consistently in nutrition books and cookbooks, is covered by the media and featured in recipes on a daily basis. Awareness is at an all time high following coverage on Dr. Oz, including a five minute segment as part of an Ancient Grain Story.
ONE GRAIN AT A TIME.
CREATIVE COLLATERAL & PHOTOGRAPHY
CELEBRATING 25 YEARS AT EXPO WEST COOKING AT
WHOLE
FOODS NYC EVENTS & MEDIA
MEDIA EVENT IN
NYC
NATIONAL PR CAMPAIGN
LINSEY CORBIN
ROCCO DISPIRITO
MARIA SPECK
BRUCE AND MARK
PERSONALITIES WHO LOVE KAMUT®
SOCIAL MEDIA
FRUIT BLISS CHALLENGE:
To help this new brand make its mark and gain more distribution with the launch of its organic line. Limited budget and short timeframe not withstanding.
HOW:
By creating a simple yet elegant concept, our strategy was to expand the brands initial positioning as a healthy family snack to a broader audience of healthy, foodies. By leveraging the exotic locations of the fruits with compelling visuals, we let the fruits speak for themselves.
RESULTS:
Stage one of the rebranding project including logo, packaging, positioning and website, were all designed to showcase the luscious, seasonal organic fruits picked at their peak of ripeness. The new branding was unveiled at The Natural Products Expo East trade show to rave reviews. What was once considered a “dry� category, is now gaining wide consumer appeal.
FOCUS ON IT’S STANDOUT FEATURE.
LOGO & PACKAGING
WEBSITE & ILLUSTRATION
SOCIAL MEDIA
PR BLOGGER CAMPAIGN
OLYMPUS CHALLENGE:
A market leader in the Greek dairy industry, Olympus was unaccustomed to the size and scope of the US market. What to do with a limited budget and a short timeframe in which to deliver results for a test market campaign?
HOW:
Connecting the authenticity of Olympus Greek Yogurt imported from Greece, with US consumers was achieved by letting “Greek Yogurt fans” speak for the brand. Media, chefs, personalities, dietitians, and bloggers —all became vocal Advocates for Olympus. Sampling, Events, PR, Social Media and Radio were used to get thousands of people to try Olympus Authentic Greek Yogurt.
RESULTS:
The success of the campaign created a conundrum: As distribution, awareness and sales grew, Olympus had to decide how best to build a sustainable business model. New packaging was created to appeal to US buyers and focus groups were initiated to confirm the taste and quality of the brand stood up to the market leader. The positive outcome of the test market proved the viability of the brand. As a result, to be price competitive, Olympus has decided to build a plant in the US.
AUTHENTIC GREEK YOGURT.
BRANDING & PACKAGING
SOCIAL MEDIA
BROADWAY IN
BRYANT PARK COOKING AT
AT THE
FOODS NYC
CONVENTION
WHOLE
EVENTS & MEDIA
NATIONAL
NATIONAL PR CAMPAIGN
JOHN WM. MACY’S CHEESESTICKS CHALLENGE:
The snack category is full of new brands and the 30-year-old Macy’s brand needed to get noticed. In short order, ADinfinitum was tasked with generating a buzz in key areas of distribution and make a measurable impact on sales.
HOW:
Targeting our network of mom and food bloggers, we set out to remind loyal customers just how great and versatile Macy’s products are while also introducing the product to a whole new generation of predominantly-online consumers. We whetted their appetites with some creative entertaining tips– simple, quick and easy, yet as good to look at as they were to eat! A three-month intensive blogger and online campaign with generous product deliveries and giveaways paid off.
RESULTS:
The brand experienced a very positive end to the year, with December sales surpassing expectations.
THE PERFECT
CRUNCH.
BLOGGER & ONLINE CAMPAIGN
DR. PIERRE DUKAN CHALLENGE:
Up against big established diet brands with multi-million dollar budgets, how to break through with a diet program considered controversial, frequently misunderstood and described as another “Atkins.”
HOW:
Create and leverage a network of Dukan Diet Ambassadors. Many people had been achieving phenomenal results following the Dukan Diet. They had read the books, understood the concept, set up their own online support groups and were very vocal and encouraging. As we connected with these brand advocates we realized we had an untapped pool of “Dukaners” who could speak to their life changing experiences. These avid and passionate supporters of Pierre Dukan had the opportunity to meet their mentor at an Ambassador luncheon in NYC. Their stories were inspirational, uplifting, real and powerful as their lives had been changed forever. To help people better understand this concept, we teamed up with Culinary Dietitian Gina Keatley for recipe development, cooking videos and TV segments. Putting an American spin on the French plan led to a press event “Dinner with Dukan” in New York, where Pierre Dukan, had personal conversations with journalist that opened up a multitude of media opportunities.
RESULTS:
The Dukan Diet received positive media coverage and big placements such as the front cover story in Women’s World magazine, Newsday, The Daily News, segments on Good Day New York and Better TV, as well as significant online coverage all designed to drive online coaching and Dukan food product sales.
TAPPING INTO THE NETWORK OF DUKAN AMBASSADORS
D r. Pierre Dukan THE PRESS
IN THE PRESS
N THE PRESS
US MEDIA TOUR COVER STORIES, TV, ETC
THE HEALTHY LIFESTYLE AGENCY
ADINNYC.COM • E: SUE@ADINNYC.COM • P: 212. 693. 2150