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Client: Catelli
/ 5 Roses
Agency: ItalMart
/ Robert Mark
Challenge:
Develop brand awareness and usage amoung the Italo-Canadian
community in the GTA. Both brands were respected in this very high usage market,
neither were considered to be truly 'Italian' and were not a 'first purchase'
decision amoung homemakers.
Design Solution:
A series of co-op in-store promotions were developed.
Retailers were invited to participate and given promotional incentives. The
promotions involved Italian language POP materials, spots on Italian radio
programming and a live cooking show with an Italian TV personality. Visuals
and prizing were directed separately towards both older and more youthful
demographics.
Results:
This was the first time these brands had directed
a major campaign directly to the Italo-Canadian community. Consumers responded
very positively with high entry returns, letters and participation in the
TV show. Pre and post polling showed a marked increase in brand awareness
after the promotion. Product satisfaction scores were higher and sales increased
in the target demographic.