Breyers Toppings Launches $1 Million Marketing Campaign

Posted on by Patricia Odell

If you’re launching a new product into a category as saturated as dessert toppings, you better have a solid marketing campaign in place. That’s the thought behind a new line of ice cream toppings from Signature Brands, LLC, marketed under the Breyers name in its first licensing deal with Unilever.

Breyers250Two points of differentiation—no high fructose corn syrup and a flexible, squeezable, microwaveable pouch—are played heavily in messaging and creative. The $1 million national marketing campaign for the line of eight Breyers Toppings just began rolling into the marketplace in the run up to the Memorial Day weekend as the weather warms and moms are looking for snacks for kids.

“We took a look at the category and there was not a lot of innovation,” Mindy Beegle, director of marketing, dessert decorating products for Signature Brands, said. “Customers were hungry for something new and exciting.”

Signature Brands and its agency, Eric Mower + Associates, began talking to retailers in the fall and shipments began this spring. The products are being sold by a number of retailers including Kroger, Publics, Food lion, Target and Walmart, which took all eight items in the lineup.

“That was a pretty exciting day,” she said.

A national FSI just hit with a $1-off coupon, as did full page and third-page ads in Walmart’s “All You” 1.5 million circulation magazine.

“A coupon can mitigate the risk when it comes to trying something new,” said Sandy Gingerich, senior partner Eric Mower + Associates, who manages the Buffalo office where the work came out of. “It’s not as risky as paying full price for something and then finding out you’re not really that happy with it.”

Much of the marketing campaign is co-branded by both Breyers and Signature Brands, including on Facebook and Twitter. At Breyers’ Facebook page, its 312,000 fans find a dedicated tab that opens up to content about the toppings, links to www.breyerstoppings.com and a downloadable coupon. The page was built in a responsive design to sniff out users devices and resize itself for optimum viewing.

A supporting contest is also pitched at the site where fans can fill out an application to be selected as one of 25 people to be chosen as brand ambassadors.

“We’re choosing people that have a vey strong social media presence,” Christine Dougherty, management supervisor for the Signature Brands account at Eric Mower + Associates, said.

Video content is under development and will debut in July to keep the momentum going and provide news updates. In stores, large freestanding merchandise displays hold the product and tear off coupons.

Signature Brands’ own portfolio includes Cake Mate and Paas Easter egg-dye kits. It also markets products under licenses with Betty Crocker, Disney, Hershey and others.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM