Love and Quiches Desserts

{ CLIENT }
Love and Quiches Desserts

{ CAMPAIGN GOALS }
TO INTRODUCE THE BRAND’S CONSUMER DESSERT LINE AND CREATE A BUZZ WITH CONSUMERS, MEDIA AND KEY CUSTOMERS
To give Love and Quiches a higher consumer profile, while informing both B2B and B2C audiences that the same “homemade quality” Love and Quiches Desserts are readily available to consumers, packaged individually in the new Gourmet Grab & Go™ product line.

{ STRATEGY }
CREATE A BUZZ WHILE BUILDING SALES AND DISTRIBUTION
To use the power of social media and integrated PR methods to tell the Love and Quiches story and to bring this new product line to market.

{ IMPLEMENTATION }
Developed Susan’s Sweet Talk, a blog written by Love and Quiches Desserts founder Susan Axelrod. The blog was created to share her entrepreneurial story of 38 years and establish the company as a big name dessert company to those outside the restaurant industry.

At the same time, we created a dynamic Love and Quiches Desserts social media presence through a Facebook fan page and Twitter profile. Via giveaways, polls and discussion topics, consumers became very active in brand dialogue. Comments on the Love and Quiches Desserts fan page as well as tweets increased dramatically as people shared information with their friends and followers and added Love and Quiches Desserts to their social networking outreach.

After the online presence was well established, we embarked on a national trade public relations initiative, contacting publications in the convenience store, grocery, food service, baked goods, restaurant, snack industries and more.

Having such a dynamic founder allowed us to leverage company news stories, for example, when founder Susan Axelrod received multiple awards and speaking engagements for Women’s History Month, we focused our outreach efforts on consumer publications surrounding these events, as well as maximized their appearance on social media.

We also implemented guerilla marketing product giveaways on the streets of New York City, around timely events and areas of high traffic, where we could target Love and Quiches Desserts consumers. Before during and after each event, we promoted heavily on social media.

{ RESULTS }
Ongoing. So far, our efforts have garnered the following:

• Love and Quiches Desserts on Twitter increased by more than 640 followers

• Facebook fans of Love and Quiches Desserts increased by 425

• Features in top trade publications including CSP Magazine, Snack Food and Wholesale Bakery, NACS Magazine, Refrigerated and Frozen Foods Retailer, Mobile Food News and QSR Magazine as well as local and national consumer publications including Newsday, Long Island Business News, AM New York, Long Island Herald and USA Today

As a result, Love and Quiches Desserts received increased interest among distributors, retailers, and individual consumers and sales have been exceptionally robust across all channels.