The year of the cow - dairy products advertising and promotion - includes related articles - Marketing

Dairy Foods, Dec, 1993 by Jeff Reiter

Finally, an FSI from Heluva Good Cheese Inc., Sodus, N.Y., set the tone for a major multi-media campaign in Mid-Atlantic and Northeast markets pitting Heluva Good's fresh, natural products against the processed products of larger, "corporate type" competitors. The FSI shows two cows standing in a field. The one representing Heluva Good's products looks natural; the other is wearing a dark pinstripe business suit and red power tie.

Heluva Good's radio and TV advertising, created by Syracuse, N.Y.-based Mark Russell & Associates, extended the "us vs. them" theme in memorable style. One 30-second TV spot, for the company's sour cream-based dips, takes a swipe at the non-refrigerated dips sold in supermarket chip aisles. If the "Big One" ever comes, the ad says, only these products would survive, along with the tumbleweed and Aunt Myrtle's fruitcake. A can of nondairy dip is shown smoldering on a stretch of parched wasteland. In another commercial, Heluva Good's naturally aged cheeses are contrasted with the mass-produced, processed products churned out by large factories. Bricks of "corporate" cheese are shown dropping out of a pipe onto a conveyor belt inside a factory without people.

More Efforts Worth Remembering

* MOST SOPHISTICATED TV AD

Dannon Co.'s "Windows" spot, created by New York's Grey Advertising, combined black and white with color footage to contrast the difficult, stressful aspects of life with joyful, lighter times. The pitch: Dannon yogurt can help you achieve a healthy balance.

* MOST POLITICALLY CORRECT PROMOTION

Eskimo Pie Corp. launched an "Eat the National Debt" deficit reduction plan, donating 5 cents for every box of ice cream bars sold between March 8 and April 4. A load of nickels totaling $71,894 was turned over to the federal government in May.

* BEST USE OF LOCAL TALENT

Pierre's French Ice Cream Co. aired radio and TV commercials featuring the JazzArt Ensemble from the Cleveland School of the Arts, a magnet school within the Cleveland public school system. Participating students gained experience in both advertising and commercial recording. The musical theme for the ads was "In the Mood...for Ice Cream."

* MOST COST-EFFECTIVE FSI

Marigold Foods' "Kemps Yogurt Lover's Sale" featured cup yogurt, frozen yogurt half-gallons, frozen yogurt bars, and Yo-J Yogurt & Juice Blend all on one page with a coupon for each. The combination strategy, prompted by budget cuts, generated such a strong consumer response that Marigold plans more multi-product FSIs in 1994.

* MOST CONFRONTATIONAL NEWSPAPER AD

Land O'Lakes, Marigold's Twin cities neighbor, supported new BreakAway Dairy & Juice Blend in September with a quarter-page ROP ad with coupon saying, "Here's 75 Cents to Break Away From Yo-J."

* BEST USE OF DIRECT MAIL

Mayfield Dairy Farms introduced consumers in Kentucky and Virginia to Mayfield ice cream with two mailings. Targeted households first received a coupon good for one free half-gallon. About two months later, a follow-up drop delivered a 55-cent coupon to encourage repeat purchases.