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.