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Sun-Maid growers of California has chosen FIM's
schools sampling vehicles to launch a new campaign to win
over health-conscious schools and parents and taste-conscious
kids to the natural sweetness of their raisin snacks.
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'[FiM
Products] gave
us immediate access
to a quarter of all
new school entrants..
it has been an ideal, focused tool to access
our target market'
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"The
Primary Bag was an ideal vehicle, endorsed by teachers
and parents alike and used as both a fun and educational
tool for young school starters," said Paul Moore,
Marketing Manager for Sun-Maid in the UK.
"Prime
Time gave us immediate access to a quarter of all new
school entrants, allowing us to sample our raisins and to
educate young children in a responsible manner that has
proved very effective".
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Sun-Maid
leveraged a triple combination of FiM vehicles for its campaign:
the Primary Bag for sampling, Prime Time magazine to carry
its message to both Kids and parents and the Teacher's Pack
to target school decision-makers with product information.
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Moore added, "We
included a competition in the magazine to engage the youngsters
with good results and feed back. We included a coupon to extend
the life of the magazine beyond competition entries and to
encourage trial purchase as well. It has been an ideal, focused
tool to access our target market of young parents with school
age children." |
'we
used the Teacher's
Pack
to generate sales
enquiries for stocking
school
tuck shops and
to inform teachers about
our product'
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"Furthermore,
we used the Teachers Pack to
generate sales enquiries for stocking the school tuck shops
and to inform teachers about our product. Our objective has
been to inform and educate and allow our young audience to
decide for themselves on the benefits of the product. All
in all, it has been a very satisfying experience for both
us and hopefully our new customers." |