Conagra wanted to launch an upscale Italian food brand – Gilardi – in schools across the country. However, the product wasn’t yet available for schools to taste test – and wouldn’t be for nearly a year! The challenge they brought to us was this: How could they generate excitement and interest that resulted in demand and orders without having the product in hand?
We determined that Gilardi would require a strong, multi-channel go-to-market strategy and campaign execution to create a successful product launch. We selected a small group of people for our exclusive launch to help us generate buzz about the new product – and enhance the upscale image of Gilardi. The invitation-only events and incentives motivated brokers to pre-sell the delicious offerings.
Wilson also developed a new Gilardi-branded website and multi-channel marketing campaign. National communications focused on selling the authentic experience and premium status of the Gilardi brand. Branded trays, t-shirts, and even a grand prize – a trip to Italy! – had our audiences drooling with anticipation!