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THE HEALTHY LIFESTYLE AGENCY

FOOD

& SNACKING


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 dieticians, 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


NATIONAL PR CAMPAIGN


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, dieticians, 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


THE HEALTHY LIFESTYLE AGENCY

ADINNYC.COM • E: SUE@ADINNYC.COM • P: 212. 693. 2150

ADin Food & Snacking Portfolio