Paul Holmes 25 Mar 2003 // 12:00AM GMT
Consumers are growing more concerned about food safety and research has shown that many of the choices they make when shopping concern how a food item is packaged. DuPont Packaging helped to allay these fears and concerns by educating consumers and retailers as to what to look for when purchasing meat/seafood and cheese products packaged in DuPont Air Tight Seal packaging. DuPont enlisted the aid of Dr. Donna Visioli a chemist and food packaging expert and Chef Jim Coleman to bring a face to the importance of food packaging not only for reasons of safety, but also to ensure freshness and overall product quality. Maximum media outreach and brand awareness were obtained via a wide array of outlets including dailies, trades, radio news releases, and a direct-to-consumer supermarket event held at a GIANT supermarket and broadcast over WCOJ-Radio, Exton Pennsylvania’s most popular radio station. DuPont Packaging has always been quick to address the needs and concerns of consumers and this DuPont Packaging communications program reflects this philosophy by getting to the heart of the fears and concerns of not only shoppers, but all of us.
Listeria. E-coli. Mad cow. Foot and mouth disease. Anthrax. Today’s shoppers have been buffeted by any number of health risks, both real and imagined, and studies have proven that food safety is a growing concern among consumers. Issues of ensuring freshness are increasingly coming to the forefront as shoppers make buying decisions, and the company that can assure consumers that their food is fresh and safe for their families is certain to come out a winner. DuPont Packaging, working with their meat and seafood partners, developed and launched an air-tight solution that would both protect the food inside as well as increase productivity and reduce costs for the manufacturer.
RESEARCH AND PLANNING
In the demand for quality packaging that ensures freshness and signifies value, DuPont Packaging has met the challenge by providing not only tips and pointers on what to look for in flexible packaging, but also the added aspect of looking for the Sure Lock Air Tight Seal. Research was developed to build brand awareness and trial among meat/cheese/poultry/seafood end users through information around new applications and maintain a share-of-voice among current customers. The idea was to command marketplace attention and awareness of the Sure Lock Air Tight Seal and the Hatfield and Salmolux brands that bear its symbol – all to a specified, strategic audience of all-American consumers. The goal was to create a patina around the Sure Lock Air Tight Seal that immediately conveys the attributes of quality, freshness and strength while making an emotional connection of caring for one’s family.
Rowland Communications Worldwide positioned DuPont Packaging as a “value-added service provider” that can help protect and enhance brand equity through quality, freshness and strength. Packaging messages were repositioned as “total solutions” to connect a brand personality to the marketplace. Rowland proprietary strategic modeling – Point-of-Entry Communications® -- indicated that a three- way partnership between DuPont, the converter and end-user was required. Reaching out to consumers—especially working women and stay at home “moms” who care for the family—was the key target audience, and Rowland recommended using local personalities known in the regional area to emotionally connect a relevant “face” of DuPont Sure Lock Air Tight Seal. The two spokespersons were Dr. Donna Visioli, a DuPont food chemist and packaging expert, and Chef Jim Coleman of PBS’s program “Flavors of America.”
A multi-tiered approach was employed by Rowland Communications Worldwide to a broad range of outlets:
· Matte releases offering packaging tips geared for the general consumer and geared to run on holidays where food may play a role.
· This was accompanied by Radio News Releases hosted by Dr. Donna Visioli in which she extolled the virtues of “Summer-Safe Barbecuing,” “Back to School Lunch Tips” and “Holiday Food Safety.”
· Deskside briefings with Women’s publications were conducted in which editors were able to see first hand the benefits of a package branded with the Sure Lock Air Tight Seal .
· A live radio remote broadcast was arranged at GIANT supermarket in Exton, PA. Attended by Dr. Donna Visioli as well as Chef Coleman, the event was used as an opportunity to educate consumers in the Exton area as to various packaging trends as well as keeping them aware of the benefits of looking for the Sure LockAir Tight Seal when it came to food packages. Chef Coleman offered up a “signature recipe” of grilled marinated tenderloins from Hatfield Quality Meats that are packaged with the Sure Lock Airtight Seal .
· A Family Circle “Get Cooking!” In-Store promotion was held in 160 ShopRite Stores in the Northeast.
· Extensive trade media outreach as well as outreach to regional media.
· A Retail Roundtable Teleconference was arranged in which various retail trade publications were welcome to ask questions to Brands Manager, Heide Rowan and Dr. Donna Visioli. The theme for the teleconference was Food Packaging in the New Economy.
Working without the benefit of an advertising campaign and solely on public relations efforts, results included:
· Matte release results generated in over 844 newspaper articles on 30 different states reaching a readership of 35, 230, 176: total equivalent advertising to date: $101,818.
· The Radio News Release generated an estimated 2,381 broadcasts, 1,118 from satellite, 1010 from USA Network/Business News Network, 253 broadcast from custom placements ultimately reaching 18,305,825 listeners and producing an estimated 1,200,000 internet impressions from AOL Digital City with a total ad value of 85,000.
· Seven deskside interviews and more than 300 one-on-one editorial contacts with women’s magazines and daily newspapers, these contacts were made with the inclusion of a consumer-oriented press kit with shopping tips. This generated a great deal of interest and enthusiasm for trend stories and roundups in 2002 for a projected audience of 15 million +nationally.
· The three hour live-remote broadcast on WCOJ-AM, the number one rated news/talk radio station in suburban Philadelphia kicked off a three hour charity auction a week later to benefit “The 911 Foundation/Chefs Care” The six hours of “live” broadcast air-time and 42 :60-second promotional announcements, sponsored by Hatfield Quality Meats and Salmolux reached an audience of 150,000 households with an ad equivalent of $12,000.
· The Sure Lockä Family Heritage signature recipe by Celebrity chef Jim Coleman featured in Family Circle covered a 40,000 circulation.
· Two regional advertorial placement reached an audience of 1.3 million and a half-page “Get Cooking” consumer newsletter had a 40,000 circulation. Trade placements totaled 130 placements with total readership at 23,426,786 for a total ad value of $820,732.
· The Retail Roundtable resulted in the participation of five key editors and the transcript was distributed upon request to 25+ targeted reporters and editors, including Deli Business, Food Trends Newsletter, Supermarket Business, Convenience Store Decisions, and Retail Merchandiser. Placements appeared In The Packer and Grocery Headquarters for a total circulation of 77, 970. Grand totals for this campaign reached 25,004 placements for an audience reach of 78,530,757 with an equivalent ad value of $1,239,435.