The business-to-business (B2B) landscape has been transformed in recent years by concurrent consolidation and diversification of service offerings.
The ability to adapt and change is a necessity for both clients and the PR firms that serve them. The rapid adoption of social media and SEO has added an additional layer to the complex B2B marketing equation.
As a result, the need to differentiate organizations and their services has never been greater. This change creates an opportunity to employ quality communications to achieve strategic advantage, and a mandate that those serving the B2B market be highly specialized and extremely nimble.
CASACOM leads communications for largest-ever yogurt brand launch in Canada
In 2011, our long-time client Ultima Foods, Canadian dairy manufacturer of Yoplait and yogurt expert for 40 years, decided to launch iögo, its own Canadian brand of yogurt. Over a 19-month period, CASACOM developed the strategic foundation to build and introduce this new brand to consumers across Canada, as part of a $70 million investment, making it Canada’s largest national brand launch in the food category.
Working closely with senior management, the Ultima Foods board of directors and partner agenices, CASACOM devised a national strategy to engage influencers in the iögo experience – traditional media, social media, nutritionist/dietician spokespeople, VIP influencer events, flashmobs, product sampling, media events, a national study on yogurt and a new iögo website. We also prepared contingency plans and media trained spokespeople. Worldcom member Pace Group provided media support in Vancouver.
CASACOM worked with media across Canada and secured national product and corporate coverage, including the Globe and Mail, Huffington Post, Montreal Gazette, CP24, CTV, La Presse, Calgary Herald, Chatelaine and many other media. Social media was particularly active, with the Facebook community growing to nearly 40,000 in less than three weeks. Our work now will focus on CSR, engaging influential blogers and continuing to work with influencers and food writers across Canada.