Communication Campaign

Situation:

• Granini, the leading specialist fruit juice company, requested a communication plan covering two specific actions during the period April – August 2009: The communication of the promotion ‘Planta tu naranjo’ (Plant your orange tree) and the important change of bottle from glass to plastic including a new label design

Objectives:

• Transform the promotion ‘Planta tu naranjo’ into a newsworthy story for the media in order for the information to reach the end consumer, specifically focussing on Granini’s target consumer
• Achieve maximum media coverage of the change of bottle

Solution:

• Creation of a research study on the knowledge and preferences of fruit and gardening in Spain.  Distribution of the research findings to the media creating a link to the promotion.  Creative mailing of press releases together with a bonsai orange tree to 50 selected journalists
• Creation and distribution of a press release announcing the change of bottle
• Follow-up with journalists of both actions and detailed clippings analysis and report

Results:

• 33 clippings
• Audience: 4.101.000 people        ROI: 3,84

Place & Date:

• Barcelona
• April to August 2009